Communications & New Media June 2015 I Vol. 29 No. 6

June 2015 | www.odwyerpr.com MULTICULTURAL & GLOBAL SPECIAL ISSUE

Vol. 29. No. 6 June 2015

EDITORIAL PROFILES OF Xxxxxxxxxx MULTICULTURAL FIRMS PR MANAGER RANKED 6 20 TOP JOB FOR WOMEN IN INTERNATIONAL PR, In a new CareerCast report, PR ONE SIZE WON’T FIT ALL manager was named among the 8 More brands have entered global 22 markets, but their domestic strat- best jobs for women. egies may not work overseas. FINANCIAL JOURNALISTS AMNESTY INT.: QATAR 23 BULLISH ON ECONOMY REFORMS “PR STUNT” According to new poll, most finan- 8 Qatar’s 2014 promise to improve cial reporters are now bullish on 23 migrant worker conditions is a PR the economy. stunt, according to Amnesty Int. PR FIRMS SHOULD BACK WHY QUALITY WRITING UP DIVERSITY CLAIMS IS EVERYTHING IN PR PR firms should demonstrate their 9 Strong written communications commitment to diversity by hiring 24 skills are a must for public rela- more executives of color. tions professionals. CRAFTING CULTURALLY 30 CREATING NEWS www.ODwyERPR.COM COMPETENT HEALTH PR WHERE THERE IS NONE Daily, up-to-the-minute PR news A lack of multicultural know-how 10 Making the news can be done in healthcare PR poses obstacles 25 in various ways. Here are a few when providing care for Hispanics. examples. CULTIVATING FEMALE 2015 LIST OF GLOBAL ENTREPRENEURSHIP PR PARTNERS Supporting women in business not only makes sense socially, 12 26 but economically as well. PROFILES OF PEOPLE IN PR 13 30 INTERNATIONAL PR NUANCE, AUTHENTICITY DRIVE MULTICULTURAL WASHINGTON REPORT Respect and an understanding of EDITORIAL CALENDAR 2015 target audiences goes a long way 14 36 in multicultural brand outreach. January: Crisis Comms. / Buyer’s Guide February: Environmental & P.A. ACCULTURATION IN columns March: Food & Beverage HISPANIC MARKETING PROFESSIONAL DEVELOPMENT April: Broadcast & Social Media Understanding cultural nuances Fraser Seitel May: PR Firm Rankings within the Hispanic market is es- 16 34 June: Global & Multicultural sential for success. OPINION July: Travel & Tourism Jack O’Dwyer August: Financial/I.R. WHY PR MANAGERS 35 September: Beauty & Fashion HAVE IT HARDER TODAY PR BUYER’S GUIDE October: Healthcare & Medical There’s no question PR managers 18 38 November: High-Tech have harder jobs than years prior. December: Entertainment & Sports

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EDITORIAL New York Times losses put focus on misson

he $14.3 million first-quarter losses of The New York Times, coupled with recent editorial decisions such as launching a native advertising program to bolster digital revenues, and EDITOR-IN-CHIEF dropping the bridge and chess columns, have put a focus on how the paper views its Jack O’Dwyer T [email protected] emission. The reason given for the dropping of the columns was that a half million had to be cut from ASSOCIATE PUBLISHER the cultural budget to save valuable editorial space. John O’Dwyer Times writers should take the paper back from the graphics department, slash use of pictures [email protected] and art, write much tighter, and cut the price of the paper from $2.50 to $1. Michael Kinsley, in a 2010 article in The Atlantic, highlighted a 1,456-word piece in the ASSOCIATE PUBLISHER Times as an example of wordiness that is driving readers from newspapers. Fewer than half the Kevin McCauley words in the opening sentence say what actually happened, he noted. “On the internet, news [email protected] articles get to the point,” he wrote. EDITOR A new high (or low) in wasted space was achieved April 2 when an article on page one of Jon Gingerich the Times’ sports section had the top and bottom thirds blank. Seven inches of copy was sand- [email protected] wiched in between 11 inches of white space. Besides missing the bridge and chess columns — which we hope they will restore — we also SENIOR EDITOR miss the daily advertising column that had been a staple of the paper since the 1950s. Stuart Greg Hazley Elliott, after doing the column for 23 years, took two years’ severance pay and other benefits [email protected] and retired at the end of last year. His successor is Sydney Ember, a 2012 graduate of Brown CONTRIBUTING EDITORS University who joined the Times last year to work on the DealBook financial section. She has Fraser Seitel been writing on ad topics but the articles are not slugged “advertising,” and often shares a Richard Goldstein byline with other Times reporters. Since this writer covered advertising daily from 1964 to 1972 for the New York Journal-Amer- EDITORIAL ASSISTANTS ican and Chicago Tribune, we have a special interest in coverage of the industry. Advertising is & RESEARCH a far cry from what it was in the 1960s and ’70s, and daily coverage by experienced writers is Chandler Klang Smith even more important now. PR has exploded in dollar volume and importance and should be Caitlin Dullahan-Bates one of the topics of the column. The public conglomerates WPP, Omnicom, Interpublic and ADVERTISING SALES Publicis have many billions of income from the numerous communications techniques that Sharlene Spingler fall under the banner of PR. Associate Publisher & Editor A main story that we used to cover was, “who is doing the best work, who is the most cre- [email protected] ative?” Quite often those were the firms that were growing the fastest. Almost all advertising migrated from companies to agencies in the 1960s and the same thing has happened to PR. John O’Dwyer The rankings of PR firms by O’Dwyer’s and PR Week should be staples of the Times’ advertising Advertising Sales Manager coverage. Advertising Age’s advertising and PR rankings should also be covered. [email protected] Major ad agencies and PR firms in the 1960s and ’70s had staffers dedicated to contacting re- O’Dwyer’s is published monthly for $60.00 porters. The PR Roundtable, made up of nearly 50 such staffers, had monthly meetings. Those a year ($7.00 a single issue) by the days ended in the 1980s. Reporters today have to initiate contacts in many instances. J.R. O’Dwyer Co., Inc. Covering ad/PR is more challenging than ever, but it remains of paramount importance. 271 Madison Ave., #600 Elections are won and lost because of it, products live or die, companies thrive or go out of New york, Ny 10016. business. (212) 679-2471 Fax: (212) 683-2750. Spurned bridge players, meanwhile, miffed that the Times dropped its bridge column after 80 © Copyright 2015 J.R. O’Dwyer Co., Inc. years, are buoyed by news that the Times is “talking to the American Contract Bridge League about a solution.” OTHER PUBLICATIONS: “We are working hard to find a solution,” said ACBL CEO Robert Hartman. A spokesperson www.odwyerpr.com for ACBL said there have been talks with the Times but that no details can be revealed. Breaking news, commentary, useful data- New York Times Publisher Arthur Sulzberger Jr. on June 15 will discuss the paper’s future bases and more. “sustainability” at a program to be held at Hunter College. It will be a rare public appearance for Sulzberger, and will give Times fans and critics a chance to question him about the compa- O’Dwyer’s Newsletter ny’s recent decisions. An eight-page weekly with general PR news, media appointments and placement In announcing the event, the Times had this to say: “The Times remains a premier source of opportunities. news and information and has won 117 Pulitzer Prizes, including three just this year. Never- theless, in an era when online communications giants measure their revenue in many billions, O’Dwyer’s Directory of PR Firms questions inevitably arise about the sustainability of the Times, news and business questions to Listings of more than 1,300 PR firms be discussed at this evening.””  throughout the U.S. and abroad. O’Dwyer’s PR Buyer’s Guide — Jack O’Dwyer Products and services for the PR industry in 50 categories. jobs.odwyerpr.com O’Dwyer’s online job center has help wanted ads and hosts resume postings.

6 JUNE 2015 | www.ODwyERPR.COM

MEDIA REPORT PR manager ranked among top jobs for women

Public relations manager was listed as one of the best career choices for women in 2015, according to a new CareerCast report. “While STEM (science, technology, en- gineering and mathematics) fields are no- By Jon Gingerich torious for lacking gender diversity, some of the best jobs for women are bucking the n the report, CareerCast claimed PR the second consecutive CareerCast report trends,” CareerCast Publisher Tony Lee said managers have an annual median wage of showcasing careers involving mathematics in a statement. I$95,450 and currently boast a projected as among the nation’s most successful. Ca- The best career for women in 2015, ac- growth outlook of 13%. reers requiring a strong math background cording to the report, is an actuary, which “Opportunities both with established dominated the “Best Jobs for Women” re- offers an annual median wage of $93,680. firms and start-ups offer public relations port, and CareerCast noted that 40% of all CareerCast said the job “offers competitive managers options in their careers,” the re- enrolled students in statistician programs wages and a favorable hiring outlook in the port said of the field. last year were women. years to come.”  The findings are part of CareerCast’s “Best Jobs for Women” report, which compiled wage and career forecast data from the U.S. Financial journalists bullish on economy Bureau of Labor Statistics. Dental hygienist, biomedical engineer, Nearly three quarters of financial journalists are bullish on the market research analyst, human resources economy, according to a recent poll of American reporters. manager, and advertising and promotions manager were other top career options for By Kevin McCauley women that made the list this year. The Ca- reerCast report noted that “the variety of lmost three out of four (74%) of fi- Tran. professions that welcome women has great- nancial journalists are bullish on A similar poll conducted in 2014 found ly expanded as women are becoming more Athe economy, according to a poll of only 45% of financial journalists surveyed fearless and demanding in their career plan- more than 400 U.S.-based reporters con- had a positive outlook for the economy for ning and options.” ducted by Gorkana Group and DuPaul the next year. Only 18% were positive in Possibly highlighting a labor trend, this is University professors Matt Ragas and Hai the 2012 survey. “After so much bad news, it is significant that financial journalists, who do so much to shape perceptions of the economy and have the benefit of talking to a broad range of informed commentators and business leaders, have a broadly positive outlook for the economy and sector,” said a statement from Jeni Chapman, U.S. Managing Direc- tor of U.K.-headquartered Gorkana. The survey shows that credibility of key sources has improved. CEO credibility, for instance, rose 10 points to 61% from 2012. The public relations business though falls short in the credibility department as only 13.1% of the respondents found PR people to be “highly credibile sources.” That’s a credibility dip from 13.9% and 14.8%, re- spectively, during the past two surveys. PR is once again last in the credibility rating in the nine sources ranked. It trails non-governmental organization sources at 17.7%. Gorkana also gauged feedback from journalists about how PR people can bolster relationships with the press. “Always tell the truth” topped the list at 90.1%. “Develop better understanding of beats” ranked next at 88.1%. “Develop greater knowledge of subjects, companies and industries” (84.2%), “pro- vide better access” (83.1%), “pitch ideas that are newsworthy and leverage news trends” (76.2%) and “be more responsive” (71.2%) followed. 

8 JUNE 2015 | www.ODwyERPR.COM PR firms need to back diversity claims with action Why the top 20 global PR firms should demonstrate a commitment to diversity by hiring at least a dozen executives of color.

By Mike Paul When a past client dealing with a racial n April I sent out a press release chal- also a long time board member of the 4As. crisis asked me how he could change his lenging the top 20 global PR firms, and Before I was hired, Ed and I would often prejudiced and discriminatory ways I told Ithe top 20 global corporate communica- talk about his great friendship with Vernon him this: close your eyes, imagine your tions divisions within the top global corpo- Jordan. In the early 1970s Ed Ney of Y&R daughter’s wedding in the future, imagine rations, to a new goal for all: to hire at least and Vernon Jordan, then at United Negro her loving husband, from a great family, 12 executives of color into their firms. College Fund, and other great minds came intelligent and a graduate from a great col- This challenge is a very reachable goal up with a classic tagline: “A Mind is A Ter- lege and with a great job — now, imagine and would be a tipping point in diversi- rible Thing to Waste.” When I was about he’s black. He opened his eyes and gasped ty in our profession. It is also not charity, to work with the 4As in 2006, Ed told me in shock. I told him un- but a business goal shared by every major something before we got started: “Lead til you can open your organization in the world. Let’s see if our with your courage and strong intellect eyes with a smile and profession can rise to the challenge instead mixed with emotional intelligence. They an emotional response of continuing to make excuses for why it is need to hear the truth.” I did just that and I equal to your daughter not possible. do so today with the PR community. marrying a white man, Leaders in our profession for more than I have counseled many in regard to racial we have a lot of work to 50 years have created internship and fel- crises, prejudice and discrimination in the do on your heart. lowship opportunities and have recruited past. Here is my strong piece of counsel. Yes, a mind is a terri- professionals of color into the entry levels This is more heart work than head work. ble thing to waste. Let’s Mike Paul of our profession, but then they complain You must truly embrace emotional intelli- work on our hearts to when these intelligent and passionate re- gence to find a solution. Being defensive as achieve a goal of many more executives of cruits of color leave only a few years later. someone in a leadership position, especial- color in PR and corporation communica- They leave because they never see people ly if you are white, will only make your ex- tions. in top leadership positions who look like cuses or incomplete solutions seem empty Mike Paul runs Reputation Doctor LLC in them, and after being told there is a zero and take you backwards and not forwards. New York.  tolerance “policy” for prejudice and dis- crimination of any kind in their organiza- tions, they experience just the opposite. Continuing this faulty strategy is simply naive. In the 23 years I have worked in the profession I have heard excuse after excuse as to why we have only a few executives of color in our profession. I hear this from my peers, the greatest minds in our profession: CEOs of leading global PR firms and CCOs of top global corporations. Ironically, this issue is nothing new. In 2006, the advertising world (which owns most of the global PR firms and provides advertising and PR for most global corpo- rations) was facing its biggest diversity cri- sis with NYC Council hearings on the lack of diversity in the profession and threats of lawsuits from several organizations and individuals. And it was not the first time, as the in- dustry had similar threats years before. But in 2006, the 4As, the powerful advertising trade organization, hired a top crisis PR firm to help it through the crisis. It hap- pened to be my old crisis PR and reputa- tion management firm, MGP & Associates PR, which sold its assets at the end of 2013. I was recruited to represent the 4As by the great, now sadly deceased, Ed Ney, who was the former CEO of Young & Rubicam advertising. He was also one of my mentors for many years early in my career. Ed was

www.ODwyERPR.COM | JUNE 2015 9 REPORT Crafting culturally competent health communications More Hispanics are now insured than ever. However, a lack of dexterity in multicultural healthcare communications still poses obstacles in providing effective care. Offering tailored communications programs that educate Hispanic patients is essential, and will benefit healthcare companies building loyalty among diverse populations, as well as inspire Hispanic consumers to lead healthier lives. By Eva Mejicanos and Katie Mahony

ispanics are one of the fastest-growing choose to communicate in, country of ori- to inadequate treatment, according to the population segments of the United gin of the target audiences and differing lev- 2010 U.S. Census Bureau. Hispanics are HStates, and with more than a trillion els of acculturation require different com- about 50% more likely to die from diabe- dollars in purchasing power, many indus- munication strategies to effectively reach tes than their non-Hispanic counterparts, tries have benefited from this expanding Hispanics. For recent Hispanic immigrants, and they are more like- market. The health industry has lagged be- Spanish is preferred, yet as the level of ac- ly to suffer from related hind in addressing the Hispanic market, but culturation increases, bi-cultural Hispanics issues, such as obesity, recent studies indicate change is afoot. do not indicate a preference for English or high blood pressure and This change is welcome, as the U.S. popu- Spanish, according to Geoscape’s Hispanic- heart disease, according lation is rapidly expanding and the urgency ity segmentation. However, when looking to the Centers for Dis- to address the health of the U.S. Hispanic to create emotional ties with this segmenta- ease Control and Pre- population has intensified. The Hispan- tion, the use of Spanish reigns in making an vention’s report “Vital ic share of the U.S. population will reach 1 impact and fostering engagement, accord- Signs: Leading Causes in 4 by 2060 — and many chronic diseases ing to Nielsen 2014: The Bilingual Brain. of Death, Prevalence of that disproportionately impact the Hispanic For second- and third-generation His- Diseases and Risk Fac- Eva Mejicanos community are on the rise. While the De- panics, English is favored, as many no lon- tors, and Use of Health partment of Health and Human Services ger speak Spanish, and they have their own Services Among His- announced in March that Hispanics have unique subgroups that are fast-growing in panics in the United had the largest gains in healthcare insur- influence and unique in behavior. States — 2009–2013.” ance under the Affordable Care Act (ACA), One Hispanic subgroup stands alone A recent report by the many cultural and linguistic obstacles to in terms of rising importance in regards National Council of La providing effective medical care for this to acculturation. The coveted millennial Raza found that primary community remain. Only 5% of physicians population — a topic of hot discussion in obstacles to healthcare in the United States are Hispanic, according marketing circles — is noted for its largest for Hispanics, regard- to a 2013 Association of American Medical subgroup, the Hispanic millennial. These less of insurance status, Colleges report. This creates urgency for Hispanic millennials behave uniquely as included language bar- Katie Mahony healthcare and communication companies their own subgroup, acting neither like riers, cultural issues, and to rethink their approaches in reaching the their parent’s generation nor their fellow feelings of discrimination. In fact, patients unique needs of this demographic. millennials. Their affinity for technology is with “limited English proficiency” are more According to the AHAA in 2015, the 25 renowned, and communication to this pop- likely to report being in poor health, delay- pharmaceutical companies among the top ulation is best served by integrating its use. ing needed medical care, leaving hospitals 500 advertisers are now investing $165 Hispanic millennials are more in favor of against medical advice, skipping follow-up million in Hispanic, Spanish and bilingual the ACA, more likely to incorporate tech- appointments, suffering drug complica- dedicated efforts. This is an increase of 67 nology into their health maintenance and tions and being less likely to have a regular percent since 2010 when the same compa- value their health more than their parents’ healthcare provider. These findings further nies spent $97 million. Individually, these generation, according to ThinkNow Re- illustrate the need for tailored communica- top pharmaceutical companies are spending search published in June 2014. As they are tions to effectively reach the Hispanic pa- on average $6.7 million on Hispanic me- the future of the Hispanic population in the tient population as well as the community of dia, an increase from $4.6 million in 2010. United States, and are more likely to spend healthcare professionals that care for them. Furthermore, a recent survey of PR practi- than their non-Hispanic counterparts — ac- The importance of Hispanics in their cur- tioners revealed that while Hispanic PR is cording to Nielsen in 2013 — it is imperative rent and future roles in the U.S. is undeni- still underfunded, 80% say they have seen a that healthcare companies begin investing able. Equally as great is the need and respon- shift in budgets to increase and support PR in Hispanic millennials and leverage their sibility for healthcare and communications activations, according to a Hispanic Public specific interests to fully tap into their influ- companies to adopt culturally competent relations Association “State of Hispanic PR” ence and market potential. practices and develop programs that can in- May 2015 survey. Despite cultural and sub-population nu- spire change among a population unique in Despite an increase in media and com- ances, there is one factor that unites His- its behaviors and reception to information. munications spending, these efforts will panics: the increased need for effective By recognizing and addressing these needs, prove futile for healthcare companies if not healthcare. The state of Hispanic health in we can help improve the health of the grow- manifested through a culturally competent the United States shows significant dispar- ing Hispanic community. approach. Rather than targeting the popu- ities. One in two Hispanic men, and one in Eva Mejicanos is with Newlink America, lation as a whole, it is important to under- three Hispanic women will be diagnosed and Katie Mahony is with Chandler Chicco stand the intricacies and differences within with cancer in their lifetime and will be Agency, both part of the inVentiv Health PR the Hispanic subgroups. The language we more likely than non-Hispanics to die due Group. 

10 JUNE 2015 | www.ODwyERPR.COM

FEATURE Cultivating female entrepreneurship is good business

There’s increasing awareness that the underrepresentation of women in business today is a missed opportunity — not only from a social standpoint, but from an economic one as well. Recent research commissioned by the Dell Women Entrepreneur Network shows that enabling a worldwide culture of female entrepreneurship can reshape the global economy. By Jillian Fisher

omen represent the largest mar- The United States, Australia and Sweden more female managers (Jamaica, Ghana, ket opportunity — controlling were named the best places for female en- Panama, United States and Nigeria), and W$20 trillion in annual consumer trepreneurship, followed by France, Ger- in four countries the percentage of women spending globally, and expected to rise to many, Chile, the United Kingdom and is 10% or less: South Korea, Turkey, Japan $28 trillion in the next five years — equal Poland. The worst places are Pakistan and and Pakistan. to the economies of China and India com- Bangladesh, owing to a lack of basic legal Women’s rights must bined. Economists concur that women en- rights and education for women and accep- be addressed first. In trepreneurs are an untapped force that can tance of women’s social and economic em- 22 of the 30 countries rekindle economic expansion and provide powerment. Malaysia saw the most marked included in the Index, a stream of companies that are innovative, deterioration in the 2014 rankings, falling married women have market-expanding, export-oriented and from 9th to 13th place. fewer rights than mar- job-creating. Research index highlights ried men. In 21 coun- Dell and its agency of record, PPR World- Highlights of the 2014 Research Index in- tries women lack the wide, saw an opportunity to help accelerate dicate that governments and corporations same access to employ- the impact of women on the global econo- can support the improvement of conditions ment as men, and in my by developing and launching the Dell for high–potential female entrepreneurs by eight countries women Jillian Fisher Women’s Entrepreneur Network in 2010. increasing access to education, technology, do not have the same le- The vision for DWEN was to provide a capital and networks. Highlights include: gal access to property as men. vibrant community for like-minded wom- Access to capital is crucial. Women en- “Women business leaders inspire oth- en to share best practices, build business trepreneurs experience a greater financing er women to pursue their dreams,” says opportunities, and explore international gap than men do. Access to formal bank Davis. “We believe investing in women expansion and access resources — like capi- accounts is critical for entrepreneurs, as it entrepreneurs is an investment in our col- tal and technology — that would help them is a necessary precursor to the financing lective growth and prosperity. At Dell, we grow their businesses. that fuels business growth. In 14 of the 30 are committed to empowering women in To further propel the conversation be- countries, 50% or more of the female pop- a way that will continue to allow them to tween women entrepreneurs and policy ulation is unbanked. fulfill their potential for the betterment of makers, Dell and PPR commissioned a Many industries remain male-dominat- everyone.” first of its kind research for High-Potential ed. The existence of “male” and “female” Research use Women Entrepreneurs to track the chal- jobs in a country’s economy contributes The research has proven to impact global lenges women business owners face. not only to the gender wage gap, but also economic stability by supporting women Creation of the research index results in the concentration of women’s entrepreneurs, innovation and job cre- “Our research is the first and only global entrepreneurial activity within specific ation, and is being used by senior leaders diagnostic tool that measures and ranks the sectors, which can be detrimental to inno- and policy makers to inform policy and in- conditions high-potential female entrepre- vation. stitute reform: neurs face across 30 developed and devel- Female start-up activity is on the rise in The International Finance Corporation oping economies,” notes Jennifer Davis, ex- emerging markets. Despite being ranked is using insights to increase access to capi- ecutive director of brand communications as top performers with overall favorable tal for women entrepreneurs with its Bank- at Dell. “The goal of the research is to act business environments, opportunity per- ing On Women program. as a tool to guide leaders and policymakers ception is fairly low in the U.S. and Europe, Vital Voices, an NGO that identifies, in identifying national strengths and weak- with less than one third of the female pop- trains and empowers emerging women nesses to create more favorable conditions ulation identifying business opportunities. leaders is using the research to help part- that enable women entrepreneurs to thrive Even with such challenges as access to ed- ner organizations develop country-specific and ultimately bolster the global economy.” ucation and capital, female startup activi- programs to address the main constraints Research index findings ty in Africa is high at 86 female to every to female entrepreneurship. The 2014 report profiles 30 countries, 100 male startups. Ghana has more female Development Alternatives Inc. is using up from 17 countries profiled in 2013, startups than male at 121 to 100. Latin the Index on its Jordan Competitiveness and conducts cross-country comparisons, America and Caribbean countries also ex- Program, designed to achieve competitive- benchmarking such factors as business cli- hibit high rates, at a regional average of 84 ness and job creation goals in Jordan. mate, access to education, capital financing female to every 100 male startups. The U.S. State Department previewed and cultural attitudes toward women in More women are needed in top posi- the Index with government officials in leadership. The report reveals that there tions. Social norms are affecting support Spain to promote entrepreneurship within is room for improvement for all countries, for women entrepreneurs and their deci- the country. regardless of their level of economic devel- sions to take on higher roles and respon- Jillian Fisher is Vice President of PPR opment. sibilities. Only five countries have 40% or Worldwide. 

12 JUNE 2015 | www.ODwyERPR.COM People in PR

Nextel, Virgin Mobile USA and ny as a board member. Bashe to lead Finn Priceline.com. The UK native Whetstone worked in Prior to Visa, where he exited this Conservative Party politics and Portland Partners healthcare month as Senior VP of Corporate PR before moving to Google in 2005. push Comms. and Marketing, Cohen was a She starts at Uber in June and faces a Senior VP and Partner for host of policy and other communications ealthcare PR maven Gil Bashe is FleishmanHillard in San Francisco and challenges, including from Whetstone’s moving on after 12 years at started out in journalism as a producer employer. HMakovsky for Finn Partners, to for CNN. He heads corporate comms. grow its health and pharmaceutical busi- and PR for San Jose-based PayPal. ness. Edelman alum Christina Smedley is Chief Visa’s Doidge picks Makovsky has installed Senior VPs Tom Brand and Comms. Officer for PayPal. Blackberry Jones (Novartis) and eBay plans to split from PayPal in the second half of this year. It bought the Alexandra Peterson ennifer Doidge, a Senior company for $1.5 billion in 2002. (Ruder Finn) atop its Communications exec for Visa, has John Earnhardt, a 16-year veteran of health practice to Jmoved to Blackberry as VP of Cisco’s Corporate Communications unit, replace Bashe. Senior Corporate Communications for the departed amid a CEO change there for VP Lee Davies and mobile device provider. the VP of Corporate Communications group VP Arielle Blackberry Communications Chief slot at Visa. Bernstein round out Heidi Davidson said last week she is leav- He takes a title held by Jennifer Doidge, an extended leader- ing the company. who left Foster City, Bashe ship team, the firm Doidge spent more than nine years at Calif.-based Visa this said. San Francisco-based Visa, handling prod- month for Blackberry. Bashe led Makovsky’s health practice uct and corporate communications. She is Earnhardt leaves after stints as CEO of Health!Quest a former VP for Cisco as head of its Communications and CommonHealth, FleishmanHillard in Corporate Comms. now merged with Ogilvy. He was also the Bay Area. after spending his EVP and Global Director of Health and After a rocky few entire tenure under Pharma at Hill+Knowlton Strategies and years, Blackberry is CEO John Chambers, led Medicus PR, among other posts. trying to recoup its who is retiring to an The Ruder Finn/Finn Partners split in Earnhardt once-influential share executive chairman 2011 left most of the agency’s healthcare of the mobile phone role in July after two business with RF. FP’s healthcare roster market and grow its Doidge decades. includes Blue Cross Blue Shield of security business Cisco announced May 4 that SVP Michigan and the Robert Wood Johnson under CEO John Chen. Chuck Robbins will take over as CEO. Foundation. Adam Emery is VP of Corporate Earnhardt started out in Washington on Makvosky CEO Ken Makovsky said the Comms. for Blackberry in New York. the Hill and did a PR stint with the firm is grateful for Bashe’s years leading Doidge is based in Pleasanton, Calif. its health practice, adding that its new National Association of Broadcasters. leadership structure is aimed to grow the Blair Christie is Cisco’s Chief Marketing successful operation. Officer, a title she took in 2011 after serv- ing as Senior VP of Global Corporate Orr exits Burson for Comms. and IR. Double Forte Visa’s Cohen charges to ill Orr, Executive VP and West PayPal, Cisco’s Uber hails top Google Coast Market Leader for Burson- BMarsteller, has moved to Double Earnhardt steps in PR exec Forte PR and Marketing in San aul Cohen, who spent more than a achel Whetstone, Senior VP of Francisco as EVP and decade at Visa in PR and communi- Communications and Policy for Chief Strategy officer. Pcations roles, has moved to PayPal to RGoogle, is moving to Uber in a sim- Orr takes up a as VP of Corporate ilar role. newly created role Communications for Recode.net first with the 13-year-old the digital payments reported that tech, consumer and company slated to split Whetstone will take enterprise agency. Orr from eBay. over for former Obama Orr did a stint as Cohen’s appoint- Advisor David Plouffe, EVP at Racepoint ment comes as PayPal who started to stabilize Group and earlier at MSLGroup and aligns its top staff the young company’s Porter Novelli. under President CEO- Cohen rocky PR performance He is also a former President of PRSA. designee Dan last year and will move Whetstone Double Forte clients include Drync, Schulman, a former into a consulting and Saison Beauty and the Entertainment top executive of American Express, Sprint advising role with the car service compa- Software Association.

www.ODwyERPR.COM | JUNE 2015 13 FEATURE Nuance, authenticity drive multicultural messages Respect and an understanding of your target audience goes a long way when it comes to multicultural brand outreach. Here’s why rican American men by simply advertising smart brands get it right the first time. in mainstream sports magazines. The smart, in-culture play here is to develop a compre- By Harvey Henao hensive media plan that includes relevant oday more than ever, using a culturally can embody the spirit of the movie, the African American media outlets. nuanced approach is imperative when campaign offended African American au- Steer clear of cultural hot buttons. This Tspeaking to multicultural audiences — diences. is where being aware and mindful of cul- and even then, one size certainly does not Multicultural marketing experts have tural sensitivities really comes into play. fit all. an in-depth understanding of a given cul- Last year, Marie Claire was called out for In a world dominated heavily by social tural segment that provides them with the referring to a traditional African American media, it’s even more imperative for big knowledge to effectively engage with those hair trend as epic when spotted on Kylie brands, companies and even small business- consumers. These are members of the mul- Jenner; and, Cosmopolitan was outed for a es to get it right the first time. One wrong ticultural community who live and breathe tactless comparison between women of col- move can insult customers and create an ir- multiculturalism every day. They’re in-tune or and non- women of color sporting good reparable crisis situation. We’ve all seen our to the community and they are more cultur- and bad make-up trends. Unfortunately for fair share of brands getting called out by an- ally aware. Cosmo, it appeared that gry consumers as a result of an ill-planned One of the main reasons why multicultur- women of color wore or advised campaign that violated some of al agencies are in business is because brands most of the “bad trends” the most obvious cultural sensitivities that need authenticity when speaking to specif- displayed. Both publica- would appear to be common sense. This is ic cultural segments. Below are a few best tions issued public apol- where multicultural expertise is needed to practices that will come in handy for your ogies, but not before provide counsel and weigh concepts against multicultural consumer-centric efforts: being reprimanded by cultural insights, nuances and sensitivities Understand your target audiences. Bring #BlackTwitter and sev- before moving forward. in an expert. You won’t be able to effectively eral multicultural media The early years of Latino marketing com- reach the culture on your own unless you platforms. munications were filled with cultural gaffes have an expert to help you navigate the cul- And if you’re speaking Harvey Henao from well-meaning companies that failed to tural landmines that you might not even to a specific segment, grasp the cultural nuance of their messag- know exist. Are you speaking to a specific be culturally sensitive and stay away from ing. For example — as the story goes — in cultural or ethnic group? Be sure to do your subjects or issues that have been known to the early years of the American Dairy Asso- due diligence in researching the needs and be offensive or oppressing. There’s never a ciation’s “Got Milk?” campaign, the associ- interests — and linguistics — of each seg- good time to make fun of or reference slav- ation translated the tagline for the Mexican ment. Then, you must determine how what ery, immigration or anything of the sort. market, going with “Tiene Leche?” Unfor- you’re offering can help meet those needs. Respect cultural pride: Several brands at- tunately this means “are you lactating?” The Lastly, you’ll need to know how this seg- tempt to insert themselves in conversations association eventually changed the line to a ment prefers to be communicated with. in hopes of making authentic connections more culturally accurate “Toma Leche.” And Stay abreast of relevant cultural insights with multicultural consumers. There are while it’s been confirmed as an urban myth, and trends: Do you know what Latinos and some times where there may be a direct there’s the popular story of Chevrolet mar- African Americans are interested in right connection to do so, and other times when keting its Chevy Nova in Latin American now? How about how and where they’re it’s best to leave things be. For instance, countries in the 1960s. Unfortunately, the spending time and money? These are some Martin Luther King Day and Black History spoken word “Nova” sounds like “doesn’t of the factors that need to be considered Month blunders have led to many awkward go” in Spanish. While the story is ultimately before deciding on a direction for any cam- moments when brands attempted to “fit in.” not true, it does serve as a cautionary tale of paign or project. If your brand doesn’t have a relevant con- translations gone wrong. Know the difference between in-lan- nection, or initiative going on during cele- Unfortunately, marketers have also failed guage and in-culture. Many brands fail bratory moments, your campaign may not spectacularly when attempting to reach Af- when they attempt to target Latino con- be viewed as credible. Again, it all goes back rican American audiences. For example, a sumers by simply translating an English to being authentic. Don’t be a one-hit won- major auto manufacturer placed an ad in a campaign into Spanish. Even if you’re at- der — any truly authentic effort needs to be popular African American magazine that tempting to reach this market, the myriad year-round. read, “Unlike your last boyfriend, it goes of Latino cultures can make it tricky. After Following the above guidelines is a great to work in the morning.” The avalanche of all, you can say the same thing to people start at effectively understanding and reach- backlash prompted the manufacturer to from Mexico, Colombia, and Puerto Rico, ing multicultural consumers. There’s no issue an apology and take a serious look at and it could mean something different to need to be the next brand to make the list how it conducts its multicultural outreach. each and maybe even offend one of them! of brand “fails” or raise the ire of #Black- More recently, in December 2014, a major That’s why in-culture is just as important Twitter. Multicultural consumers are more retailer released a series of ads based on a as in-language, if not more important. Ev- likely to engage with and patronize brands movie that starred African American ac- erything from the copy to the look, feel that understand them, brands that create a tress Quvenzhane Wallis in the lead role, and sentiment has to be culturally relevant trusted relationship, and brands that com- but the retailer had a white model portray in order for it to make sense. For example, municate with respect. her character in the ads. While the retailer Flowers Communications Group once had Harvey Henao is Account Director at FCG had intended the ads to reflect that anyone a client who thought they could reach Af- Latino. 

14 JUNE 2015 | www.ODwyERPR.COM

FEATURE For Hispanic marketing, acculturation trumps all Increased buying power and consumer loyalty are a few reasons to target U.S. Hispanics, but understanding the cultural nuances within this widely diverse market is essential for success. and branded content that speaks to both predominately Spanish, predominantly En- By Mari Escamilla glish and bilingual Hispanic users. Adver- tisers have access to the language, culture, ccording to the U.S. Census Bureau, Hispanics in their native language in order likes and dislikes of this generation that the Hispanic market is the single to develop relationships with the greatest they are able to use to create a tight bond Alargest ethnic group in the United number of Hispanic consumers most effec- with their audience. States and contributes one trillion dollars in tively. The new generation buying power. Although they actively em- Acculturation tied to source of influence of Hispanic millenni- brace new technology platforms, U.S. His- Knowing the subcultures of the Hispanic als, like all other mil- panics are very loyal and regularly remain market, as well as the country of origin also lennials, want to stand faithful to their roots, especially their native plays a big role for advertisers to detect key out, be seen, and more language. This type of behavior is known as influencers. Non-acculturated Hispanics importantly, be repre- acculturating, or incorporating traits from mostly from Mexico and Central America sented in general mar- other cultures while also keeping tradition- are primarily influenced by churches, dis- kets. In order to best al customs and native language close. cos, Wal-Mart, video stores, bus stops, and relate to this market, it The U.S. Hispanic market can be divided street corners. Semi-acculturated Hispan- is important to reflect Mari Escamilla into three subdivisions: non-acculturated, ics mainly comprised of those from South the world they live in, semi-acculturated and fully-acculturated. America, Cuba and Puerto Rico, are more know their influencers, and connect with Non-acculturated Hispanics are those inclined to be influenced by Hispanic or- them on a multi-language level. Brands who have recently immigrated to the U.S., ganizations, professional associations, the like Corona, Dish, ESPN and Hyundai navigate only within Latino culture, and workplace and airports, while the fully-ac- have made efforts in the visible shift to- prefer to speak Spanish. Semi-acculturat- culturated Hispanics are typically native to ward mainstream Hispanic marketing. In ed Hispanics also include those who have the U.S. and persuaded by professional as- an effort to appeal to the multicultural dis- immigrated to the U.S. However, this group sociations and alumni organizations. position of the Hispanic millennials, these is able to navigate both cultures and is typ- The acculturated millennial brands produced ads in both Spanish and ically bilingual. Fully-acculturated His- Over the next 45 years, there will be a English, which aired during the World Cup panics are those who were born in the U.S. shift in culture from a generation of pre- in 2014. This versatility allows advertisers and are of Hispanic descent. They prefer to dominately non-acculturated, traditional to reach a larger Hispanic market as well as speak English and can navigate the Latino Hispanics to a new generation of fully-ac- express the tradition of the Hispanic cul- culture. culturated, Hispanic millennials. As the ture in an attempt to better relate to this Today, non-acculturated Hispanics make Hispanic millennial generation continues generation. up the largest subdivision of the Hispanic to grow, it is easy to see that time plays a As the generation of Hispanic millenni- market. In this group, the Spanish language larger role than age, as this generation is in- als continues to grow while also cherishing remains a fundamental component of the fluenced by what they have access to, and their native language and immersing them- Hispanic home. According to the U.S. Cen- age poses no obstacles when it comes to selves into American culture, advertisers sus Bureau, the majority of Hispanics over obtaining media. This shift in generation, must recognize what this generation values the age of eighteen prefer to speak Spanish not age, will affect media consumption, in order to best target them. This includes: at home. This fact emphasizes the growing forcing new media to target the growing relating to their culture by recognizing need for advertisers to better connect with second and third generation U.S. Hispan- the struggles of previous generations, the ics (Hispanic millennials) who are largely strong connection they share with family, PR news brief influenced by social media. The Hispanic and the value they hold in being able to millennials are a large growing target au- identify with both American and Hispanic FedEx delivers PR to Burson dience and will grow exponentially over culture. Burson-Marsteller has received global PR and cor- time. This group has incorporated Amer- So, what does all this mean for the PR porate communications duties from FedEx after a re- ican values while also embracing parts of community? The art of crafting a message view. The move is a departure for the Memphis-based their culture, including family, music and to target a U.S. Hispanic will be more dif- shipping giant, which worked predominately with Ketchum since the mid-1990s. food. ficult than ever. It is not a one-size-fits-all Burson’s scope includes the $1.5B FedEx Services New generation, new media mix model based on the segmentation above. unit. Hispanic millennials are the most will- Some of the messages will be through En- Maury Lane, former Director of Issues, Crisis and ing to consume media. They are heavy glish, others through Spanish and some us- PA Communications for FedEx, is President of Bur- users of mobile devices and social media ing Spanglish. The media mix must be old son’s corporate issues operation after joining the firm in 2012. reigns predominant to other forms of ad- and new and there must be social and mo- Patrick Fitzgerald, a former Ketchum exec, is Senior vertising, allowing for direct lines of com- bile integration. Most of all, the newswor- VP of Integrated Marketing and Communications for munication with this growing market. thy content being pitched must be cultur- FedEx, which continues to give some work to weber Now through Twitter, Facebook and Ins- ally relevant and tap into their core values. Shandwick and Ketchum, as well as firms like Moore Communications Group and Raffetto Herman. tagram, advertisers and savvy communi- Mari Escamilla leads Marketing Maven’s cations professionals are able to create ads Hispanic Marketing Department. 

16 JUNE 2015 | www.ODwyERPR.COM For Hispanic marketing, acculturation trumps all FEATURE Five ways PR managers have it harder today

Many account managers today have never worked in a pre-Internet media environment. There’s no question their jobs are harder now than they used to be. By Ian Lipner (seriously, that’s why I was valued and/or tolerated) — because I would make online ay marked the eleventh anniver- sail well after the bubble burst — many re- tools like client extranets with raw HTML, sary of my last day as a public re- ally never experienced media without the when there weren’t cheap commercial Mlations agency account manager. Internet. There has not been an easy time products for new workflows. And right I worked for a high quality, boutique PR for them — they’ve always used the wind now, the best account managers have mas- agency in Washington. I was near fanati- to guide them toward the story. Yet, there’s tered all the old channels, a range of new cal about the Internet as a community and no question their jobs are harder today marketing applications, and are pioneer- marketing boon, on a team that special- than mine was. Here are five ways: ing new ones with their own workarounds ized in technology during the first Inter- They need more creativity. New prod- and jerry-rigs. Check net-fueled tech bubble of the late 90s. uct? It’s probably not enough to drive out the recipes over at Ultimately, my main work deliver- coverage unless it’s aimed at consumers, IFTTT if you don’t be- able was media placements. And I was a compatible with a technology megabrand lieve me. hit machine — I still have a giant binder — and long battery life seems to help. Com- They need more filled with clips from a single year that I mercial success? Ho hum, unless you’re urgency. Unless it’s keep around, just to remind and embarrass dashing others on the rocks by disrupting about cats, every pitch myself. The technology boom certainly someone else’s business model. Dynamic needs to be accompa- applied to the technology media, because executive? Tell her to prove it with a Go- nied with an urgent I got to feel the rush of pitching success Pro and make some Vines or something, hook, so the PR pro multiple times a day. because the media doesn’t have as much needs to be willing to Ian Lipner At first, I hadn’t the experience to know time to share club sandwiches these days. wade in with riskier I was in a boat being lifted by a rising tide. Today’s PR pros need to think differently pitches and tactics, into more dangerous, Then the boom ended, and those whose — every single day for every single client. more public, more crisis-filled rapids — if approach amounted only to feverish row- That’s more than 1,000 kinds of “different” they want to show ROI to the brand. The ing were slowly selected out, as the dis- a year for each pro to divine. That means flow of attention is rushing by so quickly, tance between media ports lengthened. there’s a ton of ‘same’ out there. every story needs a sparkle to sell. Only those who had learned to sail with They need more versatility. Thinking They need more stamina. The day starts the winds of media’s preference survived. differently is one thing, but making ideas earlier and ends later and doesn’t stop on I did, and was lucky enough to help start happen is another. Today’s account man- weekends. Social media requires a new a new fleet — but I’ve watched the voyages agers have to be even more capable than I level of customer interaction, even for grow more difficult every year since. was — and I could both pitch media and non-consumer products. Whether buoyed Today’s agency account pros likely set upload files and images to the Internet. by coffee, yoga or sheer will, most are con- tending with alert fatigue. They say thank you and no problem so many more times a day than I did, and get so many more no’s PR firms work global data merger drama than I did, I wonder whether they swear more than I did when they go home. Those who work with me surely must. By Greg Hazley They need more direction. My Gen-X $4.5 billion merger of data center to third party offers and that it will allow contemporaries and I wanted more auton- operators has clouded as one of Equinix a short period of due diligence. omy, less scrutiny, more freedom. I’m told A the firms, UK-based Telecity, said Joele Frank, Wilkinson Brimmer Millennials want different things. I’m not today it is has been approached by US- Katcher counsels Interxion Holding sure whether to believe it when one gen- based Equinix in a $3.5 billion takeover of The Netherlands. London’s Tulchan eration explains how another thinks, but I bid. Communications, led by former Bruns- do know that regardless of what I wanted The news left Telecity’s previously wick partner Andrew Grant, is advising as a twenty-something, I also needed more announced merger partner, Interxion Equinix. Ian Bain is senior director of PR direction from my elders than I thought I Holding of Amsterdam, which is pub- for the Redwood, Calif.-based company. needed at the time. Unlike then, in today’s licly traded in New York, reaffirming Reuters called US-based Equinix’s en- PR agency culture, we’ve realized that the its support of the $4.5 billion Telecity try into the fray a bid to “gatecrash” the young should be more than a workforce but deal but warning that exclusivity obliga- Telecity-Interxion deal, announced in viewed instead as a well for ideas. For this tions have been dropped as its partner is February. to work, autonomy and guidance mustn’t courted by another firm. The Europe-centered merger dance be mutually exclusive — a steady hand at Brunswick Group is advising Telecity comes as the continent is scrambling to the wheel and a compass are both require- on the PR front. The company said its meet growing demand for digital, data ments for the success of our brands. directors have a fiduciary duty to listen and cloud services.  Ian Lipner is Senior Vice President at LEWIS PR. 

18 JUNE 2015 | www.ODwyERPR.COM

o’Dwyer’s guide to mulTIculTuRAl PR FIRms

cal, fast food, entertainment, radio We have a bilingual and bicultural and TV advertising, public relations Hispanic marketing department and universities. We are acknowl- with a real-time pulse on cultural edged as experts in the Asian and trends and connections to increase Hispanic American communities, brand awareness and drive sales having won three awards for our from U.S. Hispanics. research from the Asian Ameri- Marketing Maven is 8(a) certified can Advertising Federation (3AF). by the U.S. Small Business Ad- Q-Insights, a member of the ISA ministration as a minority owned family since 1997, executes large- business. Other certifications in- scale recruiting for general market, clude Women’s Business Enter- Hispanic and Asian studies, and of- prise (WBE) by the Women’s Busi- fers both intercept and on-site work ness Enterprise National Council, at a national level. Their experi- WOSB status with the government enced project management team and DBE, CUCP and CPUC certi- coordinates all research from their fication through the State of Cali- central focus group facility in Los fornia. Angeles, CA. ISA’s online research company SoapBoxSample, special- mOSAICO To engage top Hispanic chefs, Hunter Hispanic planned and executed izes in capturing consumer insights PUBLIC RELATIONS the first-ever Hispanic chef and media trip on Avery Island, Louisiana, the at the point of experience, with home of TABASCO®. The trip’s agenda was specifically created with the mobile studies, app-based research, 150 Post Street, #620 Latin palate in mind and the itinerary included a delicious meal prepared passive metering and geo-fencing. San Francisco, CA 94107 by one of Louisiana’s most prominent Hispanic chefs, Chef Adolfo Gar- ISA’s combination of deep research 415/392-1000 cia. Shown here is the group of journalists and chefs including Harold experience and technologically [email protected] Osborn, Senior Vice President of McIlhenny Company, who hosted the advanced approaches consistently www.mosaicopublicrelations.com group during their stay on Avery Island. provides clients with high-quality Photo courtesy of TABASCO® Juan F. Lezama, Mosaico Director deliverables. Karmina Zafiro, Vice President Dionicio Hernandez, Account Su- HUNTER mainstream programs to fully inte- mARkETING pervisor grated Hispanic PR and communi- PUBLIC RELATIONS cation strategies; traditional, social mAvEN Mosaico, a division of Fineman HISPANIC and digital media-based programs; PR, is a full-service multicultural influencer seeding; celebrity rela- 135 East 57th Street, 4th Floor communications agency driven by STRATEGIES & tionships and large-scale consum- New York, NY 10022 a creative and diverse group of pro- er events. The department brings 212/967-5510 fessionals. Our strategic approach SOLUTIONS more than 26 years of combined ex- www.MarketingMavenPR.com [email protected] goes well beyond language. We perience developing and executing factor in various sociocultural nu- 41 Madison Avenue, 5th Fl. [email protected] PR and communication strategies [email protected] ances affecting communications to New York, NY 10010 to engage the U.S. Hispanic mar- 212/679-6600 provide our clients with actionable [email protected] ket on behalf of some of America’s Los Angeles Headquarters insights. 310/994-7380 www.hunterpr.com most respected companies. From influencer relations, media outreach, to crisis management, we Lindsey Carnett, CEO & President craft culturally vibrant communi- Grace Leong, CEO INTERvIEwING Natalie Rucker, VP of Business Gigi Garcia-Russo, Partner Development cations strategies that establish a Annette González-Malkin, Senior SERvICE Of John Krisiukenas, Managing Dir., NY relevant “voice” connecting our Vice President clients with their audiences while AmERICA (ISA) With a 70% diverse staff, the From the impact of mainstream Marketing Maven team embrac- culture on Hispanics acculturating 15400 Sherman Way, 4th Floor es multicultural communications. in the United States, to the social in- Van Nuys, CA 91406 From traditional earned media to fluence that Latin culture has on the 818/989-1044 new forms of social and multimedia [email protected] general public in this “New Amer- www.isacorp.com engagement, our team facilitates ica,” the U.S. Hispanic consumer brand conversations with multigen- continues to serve as an important Michael Halberstam, Chairman erational, millennial and multicul- sales driver. Hunter Public Rela- tural targets. From an iconic tequila tion’s Hispanic Strategies and Solu- Founded in 1982, Interview- brand or an upscale burrito chain to tions team provides a full-service ing Service of America (ISA) has a global Asian airline, the bicoastal approach to reach this ambicultural become one of the largest inde- team at Marketing Maven knows consumer through total market, cul- pendently-owned market research how to navigate a diverse range of turally nuanced campaigns. firms in the U.S. To date, we have PR and social media campaigns. An “agency within an agency” of conducted Quantitative and Qual- We specialize in maintaining a one of the most highly recognized itative multicultural and multi- company’s brand message through mid-sized firms in consumer - mar lingual research projects in 67 culturally relevant communications keting communications, Hunter languages, worldwide. Industries strategies. Hispanic offers a complete roster served include automotive, finan- Is Spanish language media im- of services including trans-adapting cial, CPG, healthcare, pharmaceuti- portant to your target demographic? Juan Lezama, Mosaico PR Director.

2020 APRILJUNE 20152015 || www.ODwyERPR.COMwww.ODwyERPR.COM || ADVERTISINGADVERTISING SECTIONSECTION w Profiles of Ranked PR Firms maintaining brand identity. PRECISE Mosaico works with clients in a variety of industries including COmmUNICATIONS tech, food and beverage, financial, healthcare, real estate development 201 17th St., Suite 300 and non-profit. This includes- or Atlanta, GA 30363 ganizations such as Nestle Health 404/627-4356 Science, Foster Farms, Xoom.com, Fax: 404/627-4357 [email protected] Tango.me, The Pacific Companies, www.precisecomm.net Mission Economic Development Agency, and City of Hope Medical Alexis Davis Smith, Pres. & CEO Group, among others. PRecise Communications is an mwwPR award-winning boutique public re- Mari Escamilla, pictured with Los Tigres del Norte at the Latin GRAM- lations firm specializing in consum- MYs, leads Marketing Maven’s Hispanic marketing division. er brand marketing, media relations, Sunset Media Center multicultural communications and 6255 W. Sunset Boulevard poration (ANC). Native people in speak over 20 languages, providing event planning. Our expertise and Alaska are “organized” differently expertise in both advertising and di- Los Angeles, CA 90028 proven approach are based on years 310/986-6311 from American Indian tribes. For verse communications — ensuring [email protected] of “big agency” and “big brand” lack of a better metaphor, our own- greater ROI for their clients through [email protected] experience, tremendous insight into ers, the 13,000 Yup’ik, Cup’ik and integrated campaigns. The agency’s www.mww.com the media, and a variety of indus- Athabascan shareholders of Calista knowledge base focuses on culture tries and diverse consumer seg- Corporation, are like a for-profit both ethnic and lifestyle. Stephen Macias, Senior VP ments. Our programs are grounded tribe. We take great pride in our as- Triomphant specializes in build- Joseph Keenan, Vice President in solid strategy, focused on the sociation with such an exceptional ing and executing strategies that tap business objectives and designed MWWPR is a leading global in- organization and group of people. into the critical needs of its clients to meet target audiences where they We live in Alaska, a place that’s mostly within: healthcare, enter- dependent communications agency. are — considering their lifestyle, We specialize in public relations, 586,000 square miles in size (imag- tainment, travel and government cultural values, buying behaviors ine Texas x 2.2). We’re constantly entities. public affairs and social media and media vehicles to best meet the marketing strategies to help B2B inspired to do things in a big way. Together, Triomphant and Grav- needs and goals of the project and We had the big idea to create an ity build responsible, fully inte- and B2C companies engage, influ- budget. ence and build relationships with agency that’s horizontal in struc- grated campaigns that take on their The four pillars of our practice ture: No account director. No clients’ challenges through cultural their key stakeholders. As one of are: creativity, dedication, passion, the only firms to have a special- creative director. No middle man- perspectives. and strategy. With offices in Atlanta agement at all. Teamwork is our ized LGBT practice, MWW offers and Miami, we provide communi- clients unparalleled access to one mantra. We believe that collabora- cations counsel to leading consum- tion and the abscence of hierarchies vANGUARdCOmm of the best networks of resources er brands including Coca-Cola and to target and mobilize the LGBT and departmental walls lead to bet- Toyota. ter creative solutions. Our org chart 2 Disbrow Court, Third Floor community for your brand. With a East Brunswick, NJ 08816 unique approach to PR, we focus on SOLSTICE is vertically challenged, but it casts 732/246-0340 delivering communications strate- AdvERTISING a big shadow. www.vanguardcomm.com gies, creating awareness, managing Call it courage, grit or blue ocean [email protected] thinking — there’s a different atti- reputation and changing percep- 3700 Woodland Drive, Suite 300 Esther Novak, Founder & CEO tion. In doing so, we ensure that our tude in the Last Frontier. We like it Anchorage, AK 99517 that way and we trust you will too. clients Matter More™ to the audi- 907/258-5411 VanguardComm is a national, ences who matter most. 907/ 258-5412 boutique firm founded in 1995 that Today, more than ever, we know @solsticeadv TRIOmPHANT provides a single source for Public that brands and corporations are [email protected] Relations and Marketing Commu- seeking to resonate with the LGBT www.solsticeadvertising.com COmmUNICATIONS nications targeting Hispanic, Afri- community. Recent political and Lincoln Garrick, President can American and Asian markets in cultural changes are dictating a 114 W. 26th Street the U.S. We work directly with cor- new form of LGBT marketing, Agency culture? Our culture is New York, NY 10001 porations, nonprofit organizations, 646/486-0000 and brands are demanding authen- over 5,000 years old. Solstice Ad- 917/757-4866 and also partner with mainstream tic and personalized campaigns to vertising is an award-winning in- www.triomphantcommunications.com agencies that need specialized ex- truly resonate with LGBT influ- tegrated communications firm spe- [email protected] pertise in these segments. encers, organizations and the much cializing in reaching hard-to-reach Our approach is to leverage wider audience of Americans who audiences and providing reputation Monique Tapie, VP the commonalities of these three support equality. We work across management for government orga- unique markets. We are proud of multiple verticals in the space to nizations. Triomphant Communications is our record of effectiveness, effi- service clients across the spectrum, The agency has represented more an award winning communications ciency and getting excellent value ranging from Fortune 100 compa- American Indian and Alaska Native and public affairs agency found- and results. nies and LGBT advocacy and arts businesses, governments and orga- ed by partners of international and We use a proprietary process — organizations to tastemakers and nizations than any other agency in diverse industry backgrounds. Its “dotting the i’s” — to mount suc- influencers. the country. We also provide ser- work in the Asian-American and cessful campaigns for clients just MWWPR has been recognized vices for a remarkable number of U.S. multicultural markets have entering the multicultural market- with top industry awards for client federal organizations ranging from garnered it some of the top PR in- place and those looking to grow. work and thought leadership, and is the Bureau of Indian Affairs and dustry awards. We use both traditional and alterna- the recipient of The Victory Fund’s Forest Service to the Department of Its greatest strength also comes tive media to reach the intended au- Corporate Responsibility Award Veterans Affairs and U.S. Treasury. from being the sister agency and dience in culturally relevant ways. in 2014. Other industry accolades Solstice is 100% owned by Calis- public relations arm of Gravity, The VanguardComm team is lo- include “PR Agency of the Year,” ta Corporation. In fact, we’re the named the top cultural advertising cated in major markets throughout “Best Places to Work,” and “Cam- only advertising agency owned by agency by Ad Age. Their teams the U.S. The firm is woman and mi- paign of the Year.” an Alaska Native Regional Cor- are housed in the same offices and nority owned. 

ADVERTISING SECTION | www.ODwyERPR.COM | JUNE 2015 21 FEATURE For international markets, one size doesn’t fit all

Slowed economic growth in the United States and Europe, coupled with a fast rise of other economies — particularly those in China and India — have made global expansion a goal and necessity for many enterprise brands. ventor of the cronut unveil a Nutella-filled version, for example. By Mark Thabit However, neither Nutella nor any other company should focus solely on one por- he emergence of the Software-as-a- How did Starbucks succeed and why did tion of an audience. Brands need to consid- Service industry has also made en- it take three times as long to build the first er variations within markets. Maybe Nute- Ttering a foreign market easier. SaaS 500 stores as opposed to the last 1,000? lla will lose its edge as businesses don’t need a brick-and-mor- Both were calculated public relations it becomes mainstream tar presence, while service providers with moves. or a new, more obscure boots on the ground — like expanding re- Weary of alienating its new potential cus- product comes along. tailers and utilities — do. tomers, Starbucks moved into the market Brands who act as Though brands crossing borders has be- slowly, adapting products and introducing if an entire nation has come more popular, entering international beverages that meshed with local palates only one perception markets isn’t as simple as pushing forward and relied on local ingredients. of them miss a greater with a tried-and-true domestic strategy. “If When building stores, they selected opportunity to connect it ain’t broke …” doesn’t fly when moving high-visibility and high-traffic locations, with a larger percent- Mark Thabit from one market to another. instead of investing in advertising, which age. Using existing re- Many horror stories — and from the could perhaps come off as an invasion or lationships within par- outside, humorous stories — exist about threat to the tea culture. ticular marketplaces — much like building wholesome logos, names, or tag lines be- Starbucks managed to build brand aware- influencer relationships domestically — in- coming R-rated embarrassments. ness, boost positive brand perception, and creases credibility and drives awareness of Entering a market requires a lot of leg- avoid alienating its customer base by alter- products and services, all important factors work in the lead up, mainly defining the ing the product to accommodate locals’ na- for reaching the appropriate subsets within market, conducting market analysis, as- tive tastes and educating them on coffee, a the areas brands hope to enter. sessing internal capabilities and limita- once unfamiliar product. Customizing a new market strategy tions, and developing entry strategies. Varied brand perceptions Entering a new market provides many While an overall market entry strategy The availability and profundity of data opportunities because of the millions of po- will undoubtedly include public relations, has made this an age of targeted communi- tential customers. However, perceptions of the role it plays and how much to budget cation. That tenet holds true even as brands brands, products and services vary within depends on a number of factors, especially move into new international markets. countries based on geography, demograph- the two below. When developing a strategy, determine ics or even exposure to similar brands. Customer size the new audience’s perception of the brand, Likely, successful PR strategies for pen- Does your brand need to make a few large identify any potential cultural clashes, and etrating new markets will look complete- orders or many small sales? understand the role and importance of ed- ly different from how PR played a role in An auto parts manufacturer, for example, ucating customers. building the original market, whether that’s likely wouldn’t invest a lot in PR as part of Nutella jumped into a saturated market overseas or a new subset within an existing its go-to-market strategy. They produce when it landed in the United States from territory. component parts and need to reach rela- Italy in the 1980s. Despite recent stories Entering a new market is difficult, even if tively few auto manufacturing plants, each like the ones where Columbia University it’s not an international move. According to of which will make big purchases. students stole $5,000 worth of the choco- McKinsey, four in five market entries fail. Brands like these should spend more late hazelnut spread from the dining hall A well-known example of finding a niche time developing direct supplier relation- and people played hooky from work to within a larger market is Subaru. The car ships and getting any sort of regulatory celebrate the company’s anniversary, Nute- company already had a strong foothold approval as opposed to building public lla didn’t have much of a foothold in the in America’s car market but identified the awareness or enhancing brand perception. American market until recently. LGBT community as a place to expand in With a limited number of clients, the latter Though Nutella is as commonplace in the mid-1990s. By targeting messaging and two PR benefits won’t produce enough of Europe as major peanut butter brands are advertising, performing market analysis to a bottom-line impact, meaning PR focused in the U.S., Americans see Nutella as a del- see what worked, and backing up the talk on those areas is wasted effort. icacy. This allowed Nutella to “leverage its by publicly supporting LGBT causes, Suba- Starbucks, on the other hand, has had cool European edge,” says Grace Leong, ru earned a significant market share. great success in China, despite tea’s domi- managing partner at Hunter Public Rela- Whether entering a new land or attempt- nance in the country. Starbucks opened its tions. ing to reach a different demographic, PR first store in China in 1999 and had 500 by To further entrench itself in this market, will be a part of market plans, but how 2012. From 2012-2013 they added 500 new Nutella’s campaigns are aimed at foodies. much of an investment depends on many stores. The explosion continues into 2015, Instead of a mass advertising or brand circumstances. when Starbucks is expected to have 1,500. awareness campaign, Nutella had the in- Mark Thabit is CMO of Cision. 

22 JUNE 2015 | www.ODwyERPR.COM Amnesty International calls Qatar reforms “PR stunt”

Amnesty International says Qatar’s promise last year to improve conditions for its more than one million migrant workers has turned out to be nothing more than talk. thrown into prison for doing our jobs,” re- By Kevin McCauley counted BBC Correspondent Mark Lobel in May on the network’s site. Lobel was arrest- mnesty International on May 21 Qatar gets big PR support ed and detained by Doha security services. published a report, “Promising little, Qatar’s D.C. embassy and Levick inked Eight security cars surrounded the BBC ADelivering Less: Qatar and Migrant a six-month contract on January 1 worth vehicle while it was on the way to interview Labor Abuse Ahead of the 2022 Football $88,500 monthly to handle “communica- workers from Nepal. A dozen officers di- World Cup.” The report claims few of the re- tions issues pertaining to US-Qatari coop- rected the BBC vehicle to a side road, where forms promised by the Persian Gulf state to eration.” they frisked the news crew and allegedly address the exploitation of migrant workers Qatar in January also retained Omni- stole equipment. have been put into place. com’s Mercury Public Affairs to a six- The news crew was then taken to security Qatar, one of world’s richest countries, month “strategic consulting and manage- headquarters, interviewed separately and home of Al-Jazeera and at odds with Egypt ment services” contract worth $930,000 in then transported to a nearby jail, according and Saudi Arabia over its support for the fees. to Lobel. Muslim Brotherhood, is slated to host the Mercury is targeting the Senate, Con- After 13 hours of waiting around and 2022 World Cup. The country claims it is gress and non-governmental organizations questioning, one of the interrogators said, currently pouring money to improve liv- for Qatar. Mercury Vice Chairman Am- “This is not Disneyland. You can’t stick your ing standards for its massive migrant work bassador Adam Ereli is working the Qatari camera anywhere,” according to Lobel. force. business. Lobel wrote it was as if the BBC staffers “Qatar is failing migrant workers,” said Gallagher Group in February arranged a “were treating his country like something AI researcher Mustafa Qadri. The NGO’s $25,000-per-month deal to represent Qa- to be gawked at, suggesting we thought of report included a “scorecard” to rate the Qa- tar under a subcontract arrangement with trips to see controversial housing and work- tari government’s response to nine human Britain’s Portland PR. ing conditions as a form of entertainment.” rights issues. It found only limited progress The BBC team spent two nights in jail. in five categories and no improvements in Qatar’s government issued a response to the remaining four. Lobel’s report, saying the invited reporters “The lack of a clear road-map of targets had “free rein to interview whomever they and benchmarks for reform leaves seri- chose and to roam unaccompanied in the ous doubts about Qatar’s commitment to labor villages.” tackling labor abuse,” said Qadri. “Without It also said the BBC crew — perhaps an- prompt action, the pledges Qatar made last ticipating lack of access — decided to visit year are at serious risk of being dismissed as sites before the planned tour. a mere PR stunt to ensure the Gulf state can “In doing so, they trespassed on private cling on to the 2022 World Cup.” property, which is against the law in Qa- FIFA, the governing body of world soccer, Crews work on the site slated to become the tar just as it is in most countries. Security found itself embroiled in a scandal after the home of the 2022 World Cup. Qatar’s migrant forces were called and the BBC crew was U.S. Justice Department in May served an workforce is being used for the construction of detained,” continued the government issued the facilities. indictment against more than a dozen of its release. officials and marketing executives, the re- The BBC, for its part, deplores the arrest sults of a massive corruption investigation. James Gallagher’s firm is to represent of its team. “Their presence in Qatar was no Rumors have abounded regarding a whis- the D.C. embassy on government relations secret and they were engaged in a perfectly tle-blower who allegedly claimed Qatar paid matters and organize meetings with U.S. proper piece of journalism,” the network FIFA officials $1.5 million to have the 2022 officials on an as-needed basis. said in a statement. World Cup bid rigged in its favor. Many of Portland picked up a $150,000 contract The media giant accused Qatari authori- Qatar’s 1.5 million migrant workers are in- from Qatar on Sept. 15. ties of making a “series of conflicting alle- volved in the construction of the World Cup News team arrested gations to justify the detention, of which the facilities. Portland Communications in early May team rejects.” It also wants its equipment Longtime FIFA President Sepp Blatter arranged a BBC press tour of migrant hous- back. was re-elected in the midst of the debacle. ing in Qatar. That trip resulted in the arrest Lobel wrote on the day the team was re- Qadri noted that FIFA has spent time, and detention of journalists. leased, Portland staffers showed it “spacious money and political capital investigating Security officials arrested the BBC crew and comfortable villas for construction alleged corruption in the Russia and Qa- after they allegedly attempted to interview workers with swimming pools, gyms and tar World Cup bids and agonized over the migrant workers. welfare officers.” That showcase tour was scheduling of the tournament. AI believes “We were invited to Qatar by the prime what the prime minister’s office originally FIFA must work closely with Qatar World minister’s office to see new flagship accom- had in mind for the journalists. Cup organizing committee and corporate modation for low-paid migrant workers in “As Qatar’s World Cup approach, the fo- sponsors “to prevent abuses linked to the early May — but while gathering additional cus on migrant labor is only likely to in- staging of the tournament. material for our report, we ended up being crease,” wrote Lobel. 

www.ODwyERPR.COM | JUNE 2015 23 FEATURE Why quality writing is everything in PR Strong written communications skills are a must for public relations professionals, and university courses that teach the craft of writing should remain an essential part of their education. By Allyson Scott arguments in a way that can be understood by academics and laymen alike. If anything, eff Bezos has his senior management the creep of informal language and style PR majors need more advanced writing team draft six-page memos, which into formal writing.” Further, it illustrat- classes to help them develop their abilities Jare read and marked up often via pen ed that teachers’ ratings were “less positive to think critically, analyze research, form by the team in silence for up to 30 minutes for synthesizing material into a cohesive an opinion and artic- before discussion begins. Jack Ma opines piece of work, using appropriate tone and ulate their arguments that China’s educational system doesn’t style, and constructing a strong argument.” properly. adequately nourish students’ intelligence, Teachers surveyed gave students the lowest Quality writing must making them less innovative — and per- ratings on “navigating issues of fair use and also articulate strategy haps less creative — than Westerners. copyright in composition” and “reading and often must con- What can we take away from the habits of and digesting long or complicated texts.” vince those above a these powerful and accomplished men? On both, more than two-thirds of those communications pro- When the guy who makes money from teachers gave students “fair” or “poor” fessional to accept the e-ink asks that his team put down thoughts marks. The same teachers also place a high advice. If Bowen’s stu- in long form, and when the guy who leads degree of value on “formal writing” with dents can’t write a well- Allyson Scott one of the world’s largest Internet compa- nine in ten — 92% — saying formal writ- thought strategy brief nies suggests that his own country’s edu- ing assignments are an “essential” part of for a client or a CEO, no clever 140 charac- cational system doesn’t lend itself to free the learning process, and 91 percent com- ter message is going to save them. thinking, one has to take notice. It appears menting that “writing effectively” is an “es- In the world of professional communi- both are placing a much higher value on sential” skill required for future success. cations, the written word is at the core of the written word than others who have Steve Jobs agreed that “ … technology everything we do. It is through writing that suggested that the craft of writing isn’t as alone is not enough — that its technolo- strategies and stories take form, and mes- important as it used to be. gy married with liberal arts, married with saging is born. Writing is still — and will Shannon Bowen, Ph.D., who research- the humanities that yield us the result that always be — a necessary tool. The Internet es and teaches public relations ethics at makes our hearts sing.” So, why then would and social media have only served to intro- the University of South Carolina, recently Bowen, or anybody else for that matter, be- duce more shapes and sizes for the written penned a column for a PR trade publica- lieve that college communications courses word to take, from 140-character tweets tion in which she stated, “The PR function can take a short cut when it comes to writ- to concise blog posts to in-depth bylined has clearly evolved into a management dis- ing classes? articles ghostwritten for members of the cipline, as opposed to simply a communi- For her part, Bowen believes that “the C-suite. cations function. As such, there is simply credit hours freed by not having an addi- These abridged forms of written commu- no need for multiple writing courses as an tional two writing courses could be used nication have intensified the importance essential part of PR majors.” toward topics more relevant in modern of writing in PR and incited an increasing With those words, Bowen effectively sug- PR: management, leadership, social media need for creativity, critical thinking and gested the need for strong writing in pub- strategy, ethics, change management, issues analysis of the written word, regardless of lic relations — and other communications management, internal relations, investor the form it takes. Yet unless we intervene, disciplines — was no longer necessary. relations, integrated marketing, and so on. writing will become a lost art. As the Pew Fortunately, she was rebuffed by numer- With these course concentrations, PR ma- study illustrated, younger generations have ous leaders in the profession; the publica- jors can better compete with the students grown up with personal blogs and a follow- tion later polled its readers and nearly 81% emerging with business degrees. Potential ing on Twitter, but that doesn’t mean they claimed they did not agree with Bowen. employers often tell me they want to hire understand how to communicate a story or While quality writing has always been hard business, history, or philosophy majors be- message in a way that resonates and tran- to find consistently in any profession, the cause they can think critically — and they scends the noise. Nor does it mean that advent of digital devices and social media can be quickly trained in PR writing style.” they understand the need for thorough has accelerated that downward trend. For It’s true. Many agencies are very open to research, the development of a thesis and many working in PR, the thought of see- bringing on non-PR majors (in fact, I hold supporting that thesis with credible sourc- ing writing actually get worse than it is now a bachelor’s degree in business with an em- es. These are critical skills in the PR profes- would be hard to bear. phasis in marketing and a master’s degree sion, and they are becoming increasingly A study from Pew Research Center in- in art history). Why? Because the reason important as traditional journalism gives vestigated the impact of digital tools on business, history and philosophy majors way to contributed articles and content student writing and how writing is taught are able to think critically is because they creation continues to be shifted onto the in schools. Pew surveyed 2,462 Advanced are trained to write. Students in these ma- PR professional’s plate. Placement and National Writing Project jors, especially history and philosophy, Despite what Bowen argues, I say in PR, teachers. The study stated that “students’ have spent countless hours researching, writing might as well be everything. use of digital tools is having some unde- developing a thesis, ensuring the research Allyson Scott is Senior Account Executive sirable effects on their writing, including supports the thesis and writing compelling of McGrath/Power Public Relations 

24 JUNE 2015 | www.ODwyERPR.COM PR strategies: creating news when there is none It’s not every day that you launch a new product, acquire another company or sign an important deal. When an organization has a newsworthy announcement to make, it really isn’t so difficult to achieve media-making coverage. It’s only when there’s no news — when your announcement offers nothing of interest to the media — that the going gets tough. By Lucy Siegel hen there’s nothing going on in article. About a week after the Boston mar- The ice bucket challenge proved irresist- an organization that’s worthy of athon, the Journal reported on the speed ible to celebrities and politicians alike and Wmedia coverage, one of the most of recreational marathon runners from went viral almost im- effective PR strategies to garner media cov- different countries, using data from a re- mediately. Among those erage is to develop news. search study by RunRepeat.com, a website who took the challenge It’s usually hard for business people to that compiles reviews of running shoes. were former President be objective about how their companies or The study compared the race results from George Bush, LeBron products are viewed by outsiders. It’s dou- 12 marathons, three in the U.S. and nine in James and Kermit the bly difficult when the investment is financial Europe, to rank countries by how fast their Frog. The video of Ker- as well as emotional, such as with startup marathon runners were. The only research mit being doused with CEOs. What makes something newsworthy necessary for the study was an analysis of ice and water was viewed is a topic worthy of a blog post all by itself. statistics from past marathons to deter- by more than six million Making news can be done in various ways. mine the runners’ finishing times by their people. Lucy Siegel Here are a few examples. nationality and sex. The results showed the Lucy Siegel is Founder Studies that crunch existing data U.S., the UK and five Asian countries to be and Executive Vice President of Bridge Glob- Every year Verizon does a study on com- among the 10 slowest countries among 47 al Strategies, a division of Didit Communica- puter security breaches and reports the nations. This type of research is a way of tions.  results to the media. This year’s report, making news when there really is none in a “2015 Data Breach Investigations Report,” cost-effective way. PR news brief was released in mid-April. The purpose Bridge Global Strategies’ new parent com- of the report is to determine through al- pany, integrated marketing firm Didit, con- J&J creates “compassion” panel ready-available data what cyber-threats we ducted a survey recently of PR companies for unapproved drugs ranked in O’Dwyer’s PR Firm Rankings, an are vulnerable to and what we can do to Johnson & Johnson, responding to an unsettled eth- prevent them. The report is based on infor- annual ranking of PR agencies by revenues. ical, medical and PR issue, has tapped a prominent mation from 2,100 confirmed data breaches Didit’s staff simply looked at the websites of bioethicist to lead a third-party advisory committee to and approximately 80,000 reported security each of the companies in the ranking to see decide access for seriously ill patients to drugs that incidents. whether they were mobile-compatible. haven’t yet been approved. The Food and Drug Administration allows “compas- By studying this data each year, Verizon Didit reported the startling statistic that sionate” access to so-called investigational (unap- is able to provide quantitative information almost half were not; only 55 of 96 websites proved) drugs and simplified the process earlier this about trends in cyber-threats from year to belonging to O’Dwyer’s 2015 rankings meet year after sustained criticism — fueled by social me- year and provide suggestions on how many today’s mobile-friendly criteria. Google’s dia and viral news reports — by terminally ill patients search rankings are beginning to penalize trying to obtain experimental drugs. of them can be avoided. This year’s results J&J said May 7 it has created a third-party pilot pro- tell a simple but powerful story about cor- websites that aren’t mobile-friendly, some- gram with the Division of Medical Ethics at the NyU porate sloppiness in taking internet security thing that has been widely announced for School of Medicine to decide applications for such ac- measures. The report was the focus of arti- months. The findings of Didit’s research said cess, led by renowned bioethicist Arthur Caplan. The cles in Fortune and Industry Week, so it was something quite negative about the average program, Compassionate-Use Advisory Committee, or CompACT, is initially centered on a single J&J drug in definitely a newsmaker. It also demonstrates PR agency’s digital savvy and subtly empha- its Janssen unit but will be expanded companywide if leadership on Verizon’s part in working to sized an advantage of using an integrated successful, J&J said. solve computer security breaches, position- communications company like Didit for PR. “Our goal is to ensure that compassionate use of ing Verizon with its broadband, network An integrated agency with digital market- specific investigational medicines still in development ing know-how would never ignore Google’s is guided by ethical principles, and that the selection and mobile phone customers as being part process continues to be thorough, transparent and of the cyber-threat solution rather than part mandate for websites to be mobile-friendly. fair,” said Caplan. of the problem. Another method of making news is to Compassionate access to drugs carries risks to drug Unless Verizon has a revolutionary new catch people’s attention with a special event companies in multiple areas, including to possibility of product or service to announce, this annual or activity. Creativity and imagination are harm to the patient, the limited availability and often high demand of experimental drugs, and the difficult research study has much greater potential generally the important currency with this task of deciding which desperate patients will get dos- for positive reputation management than method. One phenomenally successful es or treatment. any routine product announcements by the example was the Celebrity Ice Bucket Chal- As inVentiv Health PR’s Meg Alexander reported in company. Another advantage of this meth- lenge for ALS last summer, which raised a O’Dwyer’s last month, the parents of a young boy suf- staggering $220 million to support ALS re- fering from cancer successfully leveraged a social me- od: crunching existing data to shed light on dia campaign to pressure drug maker Chimerex (and trends is a relatively inexpensive way of cre- search and help ALS patients while calling the FDA) to open clinical testing of an experimental ating news. public attention to an incurable neurode- drug. The #SaveJosh campaign, lauded by many as a Using data to rank generative disease that usually leads to to- PR success, raised concerns in the healthcare sector Another example of this PR strategy was tal paralysis and death a few years after it’s about pressure campaigns for access to unapproved drugs. the subject of an April Wall Street Journal diagnosed.

www.ODwyERPR.COM | JUNE 2015 25 Balmoral Multicultural Marketing – Toronto Nuffer, Smith, Tucker, Inc. — San Diego Bitner Goodman — Fort Lauderdale, Florida Off Madison Ave — Phoenix Bliss Integrated Communication — New York Pace Group Comms. Inc. — Vancouver, B.C. Brickell & Partners — Virginia Beach, VA PadillaCRT — Minneapolis CASACOM — Montreal, Quebec PadillaCRT — New York CASACOM — Toronto, Ontario PetersGroup Public Relations — Austin Cerrell Associates, Inc. — Los Angeles Public Communications Inc. — Chicago Cookerly Public Relations — Atlanta Richmond Public Relations, Inc. — Seattle Corporate Ink — Boston RLF Communications — Greensboro, NC Coyne Public Relaitons, LLC — Parsippany, NJ Roberts Communications Inc. — Rochester, NY DEVENEY — New Orleans Sandy Hillman Communications — Baltimore Dix & Eaton — Cleveland St. John & Partners — Jacksonville, Florida Donoghue & Associates Inc. — Calgary, Alberta Schneider Associates — Boston Enterprise Canada — Toronto, Ontario Simon Public Relations — Philadelphia Fishman Public Relations — Northbrook, Illinois Standing Partnership— St. Louis Hermanoff Public Relations — Detroit Stryker Weiner & Yokota PR Inc. — Honolulu IW Group, Inc. — Los Angeles Sturges Word Comms. — Kansas City, Missouri KellenAdams Public Affairs — Washington, D.C. Tech Image — Chicago Linhart Public Relations — Denver The Garrity Group Public Relations — Albuquerque McGrath/Power PR & Comms. — San Jose, CA The Pollack PR Marketing Group — Los Angeles Michael A. Burns & Associates — Dallas True Digital Communications – Bedford Heights, OH MorganMyers — Milwaukee Ward — Houston, Texas

Blumen Group Ltd. — Belgrade, Republic of Serbia Kaizo — London, England Business Press S.p.A. — Milan, Italy Komm.passion — Düsseldorf, Germany CBO (Communication by Objectives) — Milan, Italy L&W Communication – Zurich, Switzerland Comm & Inqorpora — Palmas de Gran Canaria, SP LF Channel – Barcelona, Spain Coxit Public Relations — Oslo, Norway Manifesto Comms. Group – Istanbul, Turkey Cunha Vaz & Associates — Lisbon, Portugal Media Consulting – Moscow, Russian Federation Glaubicz Garwolinska Consultants — Warsaw, PO Media Pozitiv – Romania Grupo Albión, S.A — Madrid, Spain Medita Communication – Helsinki, Finland HBI Helga Bailey GmbH — Munich, Germany Oxenstierna & Partners – Stockholm, Sweden InstiCOM Corporate Comms. & PR — Brussels, BE PRAM Consulting – Prague, Czech Republic IvRM Communicatie — Bussum, The Netherlands PrimeTime Kommunikation – Copenhagen, DK

JBP Public Relations Limited — Bristol, England Wisse Kommunikatie – Arnhem, The Netherlands Janev & Janev, Ltd. — Sofia, Bulgaria YucatanPróbakő –Communications Paris, France – Budapest, Hungary A-World Consulting Ltd. — Hong Kong, China Arvizu Comunicación Corp. — Mexico City, Mexico AZ. WORLDCOM JAPAN — Tokyo, Japan PLANIN — São Paulo, Brazil Phillips Group — Brisbane, Australia PLANIN — Rio de Janeiro, Brazil PRN —Seoul, Korea Realidades — Lima, Peru TOCS — Tokyo, Japan Cunha Vaz & Associates — Luanda, Angola TQPR — Sdn Bhd, Kuala Lumpur, Malaysia Cunha Vaz & Associates — Maputo, Mozambique TQPR Co. Ltd. — Bangkok, Thailand Lange 360 — Cape Town, South Africa Majlis PR & Events – Dubai TQPR Co. Ltd. — Ho Chi Minh City, Vietnam Now-You Heart & Business Comm. — Tel Aviv, Israel Wrights — Melbourne, Victoria, Australia PFCAfrica Communications — Lagos, Nigeria

26 MAy 2015 | www.ODwyERPR.COM 24/7Communication Sp. z o.o. — Warsaw, Poland Mostra — Brussels, Belgium AGT Communications Group — Moscow, Nizhny, Premier Public Relations Ltd —Budapest, Hungary Novgorod, Novosibirsk, Rostov-on-Don, Saint Peters- Publicasity — Hemel Hempstead, England burg, Vladivostok, and Yekaterinburg, Russia Publicasity — London, England Cocomms — Helsinki, Finland Publicum, UAB — Talinn, Estonia comm:unications — Vienna, Austria Publicum, UAB — Riga, Latvia Ewing Public Relations — Czech Republic, Prague Publicum, UAB — Vilnius, Lithuania - Rogalski Damaschin PR — Bucharest, Romania burg, Munich and Stuttgart, Germany SEESAME Communication Experts — Bratislava, GullersfischerAppelt Grupp AGABB — — Berlin, Stockholm, Cologne, Sweden Frankfurt, Ham Slovak Republic Inforpress — Lisbon and Oporto, Portugal Slager — Oslo, Norway Inforpress — Barcelona, Bilbao, Madrid, Málaga, San- TT&A srl — Milano, Italy tiago de Compostela, Sevilla, Valencia, Spain WCG World — London, England Interel — Brussels, Belgium Van Luyken Communicatie Adviseurs — Amsterdam, int/ext Communications AG — Basel, Switzerland The Netherlands KommunikationsKompagniet — Copenhagen, DK Wellcom — Paris, France Lansons — London, England Zego Communication Strategies Ltd. — Istanbul, TY

360 Public Relations — Boston MPRM Communications — Los Angeles Brown & Cohen Comms. & Public Affairs — Toronto PROI-Calgary — Calgary Crenshaw Communications — New York PROI-Vancouver — Vancouver Enigma Communications Inc. — Montreal PROI Worldwide — Surrey, CA Falls Communications — Cleveland PROI Worldwide — Cleveland FRAUSE — Portland, OR and Seattle rbb — Miami Gibbs & Soell — Chicago, New York and Raleigh Torme Lauricella — San Francisco Jackson Spalding — Atlanta Tucker/Hall, Inc. — Tampa Lambert, Edwards & Associates — Detroit, Grand The Vandiver Group, Inc. — St. Louis Rapids, and Lansing, MI Walker Sands Comm. — Chicago and San Francisco MGA Communications, Inc. — Denver Widmeyer Comms. — New York & Wash., D.C.

Adfactors PR Private Ltd — Ahmedabad, Banga- 4PR Group — Cairo, Egypt lore, Chandigarh, Chennai, Hyderabad, Jaipur, Kol- Atmosphere Comms. — Cape Town & Johannesburg, kata, Kolkatta, Mumbai, New Delhi, & Pune, India South Africa PRAP Japan Group — Tokyo, Japan PROI-UAE — Manama, Bahrain Awareness id — Ho Chi Minh City, Vietnam PROI-UAE — Kuwait City, Kuwait Citadel Communications — Sydney, Australia PROI-UAE — Muscat, Oman Huntington Comms Pte. Ltd. — Singapore PROI-UAE — Doha, Qatar PROI-UAE — Dammam, Saudi Arabia INR — Seoul, South Korea PROI-UAE — Jeddah, Saudi Arabia Integral PR Services Pvt Ltd — Bangalore, PROI-UAE — Riyadh, Saudi Arabia Chennai, Hyderabad, Kolkatta, Mumbai, New Delhi, PROI-UAE — Abu Dhabi, Dubai, & Sharjah, UAE India Strateus Group — Casablanca, Morocco MAGNUS Investor Rels. + Corp. Comm. — W. Perth The Red Republic — Brisbane & Sydney, Australia FWD Consultores — Mexico City, Mexico Senate SHJ — Melbourne & Sydney, Australia Imagem Corporativa — Brasilia, Rio de Janeiro, Senate SHJ — Auckland & Wellington, NZ & São Paulo, Brazil Strategic PR Group Ltd. — Beijing, Guangzhou, The Map — Escazu, Costa Rica Hong Kong & Shanghai, China Muchnik.co — Buenos Aires, Argentina Strategic PR Group Limited — Taipei, Taiwan Vanguardia Comunicación — Santiago, Chile Anne Klein Comms. Group — Mount Laurel, NJ HB Agency — Boston Beuerman Miller Fitzgerald, Inc. — New Orleans JSH&A Communications — Oakbrook Terrace, IL Borshoff — Indianapolis, IN Laurey Peat + Associates, Inc. — Dallas Casey & Sayre — Los Angeles LDWW Group — Dallas, TX CBR Public Relations — Orlando Magrino — New York Makovsky + Company — New York Communications Strategy Group — Denver, CO Nyhus Communications — Seattle Communications Pacific — Honolulu, HA Crossroads — Kansas City, MO Peak Communicators — Vancouver Crown Communications — Charlotte, NC Pierson Grant Public Relations — Ft. Lauderdale, FL Desautel Hege Communications — Spokane, WA Ripley PR – Maryville, TN Eisbrenner Public Relations — Royal Oak, MI Rountree Group Integrated Comms. — Atlanta Eric Mower and Associates — Syracus, NY Saxum — Oklahoma City Fahlgren Mortine — Columbus, OH Susan Davis International — Washington, D.C. Fineman PR — San Francisco tcgpr (The Communications Group Inc.) — Toronto French/West/Vaughan — Raleigh, NC Trefoil Group — Milwaukee Grisko — Chicago Tunheim — Minneapolis Hanser & Associates — West Des Moines, IA Vehr Communications — Cincinnati

Abchurch Communications — London, England Operate — Copenhagen, Denmark Arenalia Comunicación — Barcelona, Spain ORCA Affairs — Berlin, Germany Arjuna — PARIS, France poweraxle — Madrid, Spain Avanguard Global Comms. — Moscow, Russia Reliant Communications — Athens, Greece Brevia Consulting — London, England Spotlight PR — Stockholm, Sweden Cambre Associates — Brussels, Belgium Taktik d.o.o. — Ljubljana, Slovenia Consilio Kommunikasjon — Tonsberg, Norway Comms. Business Ltd. — Edinburgh, Scotland Creative Venue — Amsterdam, Netherlands Walsh Public Relations — Dublin 2, Ireland DCP Strategic Comm. — Belfast, Northern Ireland Donath Business & Media — Prague, Czech Republic Alexander Comms. — Auckland, New Zealand Gootenberg — Paris, France Fulford Public Relations — Singapore, Singapore Imageware — Milan, Italy Liquid Ideas — Alexandria, Australia Kommunikatsioonibüroo JLP — Tallinn, Estonia Newell PR — Beijing, China Kurumsal İletişim Pead PR — Auckland, New Zealand Lang & Tomaschtik — Vienna, Austria — İstanbul, Turkey Lead Communication — Milano, Italy PerceptRantau PR Profile — Petaling — Mumbai, Jaya, India Malaysia m/e brand communication — Dusseldorf, Germany Manifesto — Helsinki, Finland Dextera Comunicación — Mexico City, Mexico Martis CONSULTING — Warsaw, Poland Item Comunicação — São Paulo, Brazil Mason Williams Ltd — London, England Lever Comunicaciones & Branding — Lima, Peru Bianchi PR, Inc. – Troy, MI HMA Public Relations — Phoenix, Arizona Buchanan Public Relations — Philadelphia JMC Marketing Communications — Kingston, NY The Castle Group — Boston Landis Communication — San Francisco The Conroy Martinez Group — Miami L.C. Williams & Associates — Chicago CooperKatz & Company, Inc. — New York The Ledlie Group — Atlanta Dye, Van Mol & Lawrence — Nashville Lewis Public Relations — Dallas energi PR — Montréal and Toronto Stevens Strategic Communications — Cleveland The Fearey Group — Seattle VPE Public Relations — Los Angeles GroundFloor Media — Denver Xenophon Strategies Inc. — Washington D.C.

Athenora Consulting — Brussels, Belgium Goodwill Communications — Budapest, Hungary Cabinet Privé de Conseils — Geneva, Switzerland Industrie-Contact AG — Hamburg, Germany Coast Communications — Stockholm, Sweden Multi Communications — Warsaw, Poland Cometis AG — Wiesbaden, Germany SCR — Barcelona & Madrid, Spain CROS PR & Public Affairs — Moscow, Russia Sound Public Relations s.r.l. — Milan, Italy Cullen Communications — Dublin, Ireland Spider — London, England Evident PR — Amersfoort, The Netherlands WE Agency — Paris, France Global Press — Lisbon, Portugal Guerra Castellanos & Asociados — Mexico City Currie Comms. Pty Ltd. — Melbourne, Australia Identia PR — Buenos Aires, Argentina Integrate Comms. Co. Ltd. — Tokyo, Japan LVBA Comunicação — São Paulo, Brazil RumboCierto — Santiago, Chile Mileage Comms. Pte Ltd— Singapore HWB Comms. Pty Ltd.— Cape Town, South Africa Perfect Relations Pvt Ltd.— Delhi, India The Content Factory — Dubai, U.A.E.

Bauer PR E.U. — Vienna, Austria Nostus Communications & Events — Athens, Greece Panama PR GmbH — Stuttgart, Germany CAP & CIME PR — Paris, France Pelham Bell Pottinger — London, England Briefing Communications Ltd. — Zagreb, Croatia Comvision AB — Stockholm, Sweden Persona Communications — Istanbul, Turkey Kablé Communication Finance — Paris, France PIELLE Consulting Limited — London, England NBS Communications — Warsaw, Poland Publico Kommunikation — Århus, Denmark NewMark Finanzkommunikation — Frankfurt, Germany SECI — Milan, Italy Voxia Comm. — Geneva & Zurich, Switzerland Feintuch Communications — New York VIANEWS Comun. Integrada — São Paulo, Brazil Sphère Communication Strategique — Montreal Stanton Communications, Inc. — Washington, D.C. PIELLE-PR Africa International — Lagos, Nigeria o’Dwyer’s guide to InTERnATIonAl PR

know-how, and a truly integrated CISION approach to communications. At Biosector 2 our main goal is to 130 E. Randolph St., 7th Floor create measurable behavior change Chicago, IL 60601 for our clients’ most important 866/639-5087 stakeholders. Our track record re- [email protected] flects the systematic approach we www.cision.com take for all of our clients’ business needs. Our dynamic, insightful ap- Peter Granat, CEO proach allows us to solve today’s Cision, which recently merged problems while uncovering tomor- with Vocus and Visible Technol- row’s opportunities. ogies, is a leading media intel- ligence software company that CHAmBERLAIN integrates social media monitor- ing, enriched data analytics and HEALTHCARE PR customer engagement into a single platform. Its social media moni- 450 West 15th Street, Suite 405 toring capabilities allow brands New York, NY 10011 to see what people say about their 212/884-0650 www.inventivhealth.com/chamberlain products, industry and competi- [email protected] tors across more than 150 million blogs, social networks, forums, Feintuch Communications supported energy storage company Le- Christie Anbar, Managing Director opinion sites and top video- and clanché, based in Switzerland and Germany, in its participation at an image-sharing sites in real-time. NYC Bloomberg energy/finance conference. Pictured here are Michael Chamberlain is a healthcare pub- Brands can manage all their social Bloomberg and Leclanché VP Joep Thomassen. lic relations company serving the profiles from one place, proactive- healthcare sector exclusively. For ly respond to customers, interact more than 20 years, Chamberlain with their industry’s top influ- ALLIdURA meaningful insights and creative has worked to redefine and shape encers and identify and nurture know-how have been tapped by a CONSUmER the standards by which health in- quality leads with Cision’s social full range of consumer product and formation is communicated. As engagement tools. Cision also of- nutritional supplement brands, over counselors in this complex and fers unmatched media analytics 450 West 15th Street, 7th Floor the counter and beauty products, evolving environment, we are pas- — such as geo-segmentation ca- New York, NY 10011 and food and beverage companies. 212/229-8400 sionate about translating science pabilities, sentiment support in 11 Fax: 212/229-8496 into meaningful messages that em- languages, and the ability to mea- www.inventivhealth.com/Allidura BIOSECTOR 2 power and inspire our audiences sure and evaluate social activities Twitter: @allidura to take action and make informed directly impacting business — and Blog: allswell.allidura.com 450 West 15th Street, 6th Floor decisions about their health. Cham- customizable reporting for stake- New York, NY 10011 berlain’s diverse client roster rep- holders. Its Social Analytics API Danielle Dunne, Managing Director 212/845-5600 resents several sectors in healthcare access simplifies the process of www.inventivhealth.com/B2 — from leading Fortune 100 & combining social data with other Whether cars or cameras, diapers twitter: @biosector2 500 pharmaceutical companies, to marketing and business intelli- or detergent, health has never been blog: b2view.biosector2.com nonprofit organizations, to biotech- gence — whether it’s for tracking more ubiquitous than it is today. [email protected] nology and medical organizations. daily engagement or monitoring For some brands, health may be a Jeanine O’Kane, US Managing At Chamberlain, we offer a a campaign’s results. Cision has new focus. Fortunately, it’s always Director complete suite of communications over 100,000 global clients with been at the center of ours. And, David Kane, EU Managing Director services to reach target audiences nine offices around the world. we’ve taken this knowledge and through appropriate channels — enthusiasm to some of the world’s Biosector 2 (B2) is a global fully matched to today’s techno- fEINTUCH largest brands to help them con- healthcare communications agency logical and geographic realities. nect with today’s socially charged, that partners with visionary clients An overview of services includes COmmUNICATIONS health-minded consumers. to deliver groundbreaking pro- Brand Communications, Corporate Allidura Consumer, part of the grams and improve the health of Communications, Market Access, 245 Park Ave., 39th Fl. InVentiv Health Public Relations people’s lives. For more than a de- Traditional and Social Media Re- New York, NY 10167 Group, takes an integrated ap- cade, B2’s experience as an agency lations, Advocacy Relations, Data 212/808-4900 proach to communications with ca- spans virtually every category in Strategy and Management, Public [email protected] pabilities spanning public relations, the industry and drives strategic Affairs, Message and Content De- www.feintuchcommunications.com digital and social media, marketing solutions for their clients. velopment, National and Grass- www.PRWorldAlliance.com www.jumpstartglobal.com and branding, graphic design and With a dynamic and collaborative roots Programming, Issues and multimedia, and research and mea- team in New York, Washington, Crisis Management. Henry Feintuch, President surement. Los Angeles, and London, B2 pro- Chamberlain as part of the In- Richard Anderson, Senior Manag- Our client counsel allows brands vides clients with global reach and Ventiv Health Public Relations ing Director to communicate across the well- fully integrated services. Biosector Group and inVentiv Health, Inc., ness spectrum regardless of wheth- 2, as part of the InVentiv Health is part of a global communications The U.S. market in 2015 is again er a brand’s equity is in health or Public Relations Group, delivers network with 13,000 employees in vibrant and highly attractive to in- faced with a health challenge. Our unmatched perspective, creative 40 countries. ternational companies seeking to

3030 APRILJUNE 20152015 || www.ODwyERPR.COMwww.ODwyERPR.COM || ADVERTISINGADVERTISING SECTIONSECTION w Profiles of Ranked PR Firms market their products and services here. Many domestic firms look- ing to grow their marketshare are pushing into Europe, Asia, South America and Africa. We can help. The Feintuch Com- munications team has successfully supported companies from more than 30 countries seeking to enter the U.S. market. We help all types of organizations to adapt their brand and messaging while pro- viding the experienced, hands-on public relations counsel to help en- sure local market success. And we do that in an affordable manner. For U.S. companies seeking to enter world markets, our global network — the PR World Alliance — is ready to assist. The network All our GLOBALHealthPR partners from around the world gathered at the 2015 Annual General Meeting in Lon- of best-of-breed independent con- don for three days of collaboration and best-practice sharing globally, regionally and locally. sultancies is particularly adept at coordinating market entry public and medical advisors, the agen- advantage. company and campaign awards relations programs. cies that make up the partnership Agencies join IPREX for the including the Bulldog Stars of PR For start-ups and multi-nation- share a belief in insights-driven ability of IPREX and its partners Awards for “Agency Profession- als targeting the U.S. and Latin strategies and a commitment to to help them grow their businesses al of the Year,” and the American America, our JumpStart Global collaboration in order to provide — independently and in conjunc- Business Award for “Marketing Advisors subsidiary provides a clients the best possible counsel tion with other partners — and the Campaign of the Year” for health set of business services that allow and execution. Collectively, we ability to make their agencies bet- services and insurance. The firm them to enter the market quick- have worked on 44 of the world’s ter, stronger, and more profitable has also been recognized for its ly and efficiently — everything 50 leading pharmaceutical brands through the generous sharing of “Overall Web Design” by the from market assessment and strat- and offer a deep understanding of best practices. American Business Awards, “PR egy, business establishment, le- how global strategies translate to Partners communicate through Firm of the Year” by PR News gal/financial/accounting/HR and local tactics based on the realities an intranet, review each other’s Elite Awards, “Healthcare Agency back-office support to recruitment, of individual markets. work rigorously, meet often at one of the Year” by The Holmes Re- sales/distribution/channel and of five partner meetings each year, port, and was ranked as one of the partnership development. and participate in webinars or one- “Top Places to Work in PR” by PR IPREX on-one conversations for the pur- News. The firm also won a PRSA poses of sharing the knowledge Bronze Anvil, three PRSA Big Ap- GLOBALHEALTHPR 414/755 2170 and insights necessary to become ple Awards, the Financial Commu- [email protected] [email protected] and remain a world-class commu- nications Society Portfolio Award 7 World Trade Center nication organization. for client campaigns and multiple 250 Greenwich St., Suite 4644 Visit www.iprex.com for more Gold, Silver and Bronze Stevies. New York, NY 10007 202/955-6222 information. Makovsky is also founder of www.globalhealthpr.com Michael Schröder, IPREX Glob- IPREX, the second largest world- @GLOBALHealthPR al President, CEO and Owner of wide corporation of independent mAkOvSky agencies in more than 30 countries [email protected] ORCA Affairs, Berlin [email protected] and 40 U.S. cities. [email protected] 16 E. 34th Street David Watson, IPREX Executive New York, NY 10016 Director 212/508-9600 mSLGROUP [email protected] Fax: 212/751-9710 John J. Seng, Chair Carol Clinkenbeard, IPREX Global www.makovsky.com twitter.com/makovsky Tim Goddard, Senior Vice Presi- Administrator Subsidiary of Publicis Groupe S.A. 375 Hudson St., 14th Flr. dent Ken Makovsky, President & CEO New York, NY 10014 IPREX is a $250 million net- 646/500-7600 GLOBALHealthPR, which was work of communication agencies, Headquartered in New York, [email protected] founded in 2001, is the largest with 1,800 staff members and 115 with an owned office in Washing- www.mslgroup.com independent health and science offices worldwide, working across ton, D.C., Makovsky is a leading communications agency partner- the spectrum of industry sectors global independent integrated MSLGROUP is Publicis ship worldwide, with offices in 38 and practice disciplines. communications consultancy, Groupe’s strategic communica- countries across the Americas, Eu- We offer our partners’ clients building businesses and repu- tions and engagement group, ad- rope and the Asia Pacific region. world-class strategic counsel and tations with ideas that cross the visors in all aspects of commu- Headquartered in New York, with integrated communication solu- boundaries of traditional, digital, nication strategy: from consumer regional hub company offices in tions — and we provide partners social and experiential media. PR to financial communications, London and Singapore, GLOBAL- with the collaboration and sup- Makovsky has specialties in from public affairs to reputation HealthPR consists of independent- port they need to win and manage Health, Financial & Professional management and from crisis com- ly owned and operated partner multi-market assignments. Services, Technology and Ener- munications to experiential mar- firms that choose to work togeth- Clients choose IPREX partners gy & Sustainability. Our services keting and events. With more than er based on common values and for their expertise in their own include public relations, digital 3,500 people across close to 100 a commitment to client service. markets and because they have branding, social media, crisis com- offices worldwide, MSLGROUP With more than 600 health-spe- come to expect the diversity and munications, change management is also the largest PR network in cialist communications profes- dynamism of owner-managed and investor relations. _ Continued on page 32 sionals and dozens of researchers agencies and how it works to their In 2014, Makovsky won 39

ADVERTISING SECTION | www.ODwyERPR.COM | JUNE 2015 31 w Profiles of Ranked PR Firms and narrative to create, improve ing before engaging (or creating) and amplify brand favorability inspired not only our tagline: “Lis- and reputation. We do this through ten. Engage. Repeat.” but our stra- a deep understanding of how peo- tegic approach. ple form opinions and the social Our integrated team of spe- forces that “nudge” their behav- cialists work together to create ior. Operating through our eight cohesive campaigns that lever- core practices, Ogilvy PR match- age the right communications es the client need with our staff and marketing vehicles across all expertise. Those clients include touch points. Our clients range some of the world’s most admired from major household names and brands and institutions, including elite luxury brands to some of the DuPont, BP, Ford, LG Electron- world’s largest and highly regulat- ics and American Express as well ed professional and financial ser- as local companies in 85 offices vices and industrial organizations. around the world. We have helped clients reposition Ogilvy PR is the most global of and rebrand; launch entirely new all large PR networks, having been brands and position global brands established more than 30 years in the U.S. market; build websites ago in high-growth markets such and social strategies; launch con- PR World Alliance’s most recent general assembly meeting was held in as Asia where it is nearly twice the tent strategies; create brand expe- Istanbul, Turkey (at times afloat). Its 2015 meeting was held in Montreal, size of any other network. Unlike riences; drive executive visibility; Canada. most public relations agencies, prepare for and mitigate crises; en- Ogilvy PR integrates its work gage key audiences and ultimately deeply with the other Ogilvy & deliver results for our clients. Mather disciplines from the out- from national to international set, ensuring alignment and under- MSLGROUP companies across a wide variety standing of the brand, its ambition PR wORLd _ Continued from page 31 of market sectors. and its challenges, and leveraging ALLIANCE The agency has deep expertise shared research and knowledge. in consumer lifestyle marketing, Ogilvy PR helps its clients move www.PRWorldAlliance.com corporate and brand reputation, beyond old world corporate com- fast-growing China and India, as crisis and issues management, munications into new forms of en- well as Europe. The group offers government affairs, consumer and gagement via content sharing and strategic planning and counsel, enterprise technology, digital and employee story mining. Through Board of Directors: insight-guided thinking and big, social media marketing, and data its award winning content experts, compelling ideas — followed by Perran Ersu, Chairman (Turkey) and analytics. Focus areas include Ogilvy PR crafts the right content Henry Feintuch, Vice Chairman, thorough execution. mslgroup. media, advertising and technol- for the right audience segment at (U.S.) com | Twitter: @msl_group | ogy, travel and tourism, corpo- the right time in traditional and so- Catherine Kablé (France) LinkedIn: linkedin.com/company/ rate social responsibility, health- cial/digital media. Anna Krajewska (Poland) mslgroup | Facebook: facebook. care, financial services, wellness Lars-Ola Nordqvist (Sweden) com/MSLGROUP. and nutrition communications, Helena Stamou (Greece) LGBT and entertainment public PEPPERCOmm, mwwPR relations. We adopt an earned, INC. PR World Alliance, headquar- shared, owned and paid approach tered in Canada, is an internation- to communications and work as an al network of premier independent 304 Park Avenue South 470 Park Ave. South communication consultancies. New York, NY 10010 agency partner to deliver the best 4th Floor North strategy and program execution Member firms are carefully se- 212/704-9727 New York, NY 10016 lected and represent established, [email protected] to meet our client’s business and 212/931-6100 www.mww.com communications goals. agencymarketing@peppercomm. respected and accomplished firms MWWPR has been recognized com with a solid reputation for produc- Michael W. Kempner, President & with top industry awards for client www.peppercomm.com ing superior results for clients. CEO work and thought leadership, in- The key difference between PR cluding “PR Agency of the Year,” Steve Cody, Co-CEO & Co-Founder World Alliance and other interna- MWWPR is a leading glob- “Best Places to Work,” and “Cam- Ed Moed, Co-CEO & Co-Founder tional groups is its individual and al independent communications paign of the Year.” Ted Birkhahn, Partner & President collective commitment to profes- agency. We specialize in public Ann Barlow, Partner & President, sionalism, integrity and the high- relations, public affairs and social West Coast est ethical standards. It is also the media marketing strategies to help OGILvy PUBLIC Deborah Brown, Partner & Mng. assurance that all client campaigns B2B and B2C companies engage, RELATIONS Dir. are overseen by the owners and se- influence and build relationships Jackie Kolek, Partner & Mng. Dir. nior practitioners of partner firms with their key stakeholders. With Maggie O’Neill, Partner & Mng. Dir. — from the smallest single coun- a unique approach to PR, we fo- The Chocolate Factory try project to the most complex cus on delivering communications 636 Eleventh Avenue New York, NY 10036 Peppercomm is an award-win- multinational campaigns. strategies, creating awareness, www.ogilvypr.com ning strategic marketing and com- The organization encompasses managing reputation and changing munications firm headquartered in public and investor relations com- perception. In doing so, we ensure Christopher Graves, Global CEO New York City with offices in San panies and offices in North Amer- that our clients Matter More™ to 202/729-4308 Francisco, Boulder and London ica, South America, Europe and the audiences who matter most. [email protected] that listens first, last and always. Asia with offices and joint venture With offices operating in nine We pride ourselves on listening to partners in China, Pakistan, India, major cities around the world, our Ogilvy Public Relations oper- our clients’ needs as well as the Africa and beyond. The network global network provides seamless ates at the intersection of influenc- wants and needs of their various continues to seek new members in support for clients, who range er management, behavior change audiences. That focus on listen- strategic locations.

32 JUNE 2015 | www.ODwyERPR.COM | ADVERTISING SECTION w Profiles of Ranked PR Firms PR World Alliance provides cli- International Film team works communicate with the people that services, corporate social respon- ents with an extensive depth of with filmmakers, producers, finan- matter most. sibility, financial communications knowledge in individual countries ciers, distributors, film commis- With more than 600 employees and crisis management, using pro- as well as a solid understanding of sions and filmmaking talent from and 12 offices globally, many of prietary social, digital and analytics the dynamic multi-national mar- around the world to spearhead our accounts require us to work in methodologies. Weber Shandwick ketplace. Members can be engaged their international publicity cam- global teams across the U.S., Asia is part of the Interpublic Group for support of an individual event, paigns throughout the lifetime of and Europe. Ruder Finn provides (NYSE: IPG). For more informa- an ongoing retainer relationship or their project. We provide clients local hands-on experience and ex- tion, visit www.webershandwick. a pan-continent campaign. with extensive knowledge of the pertise of a local boutique agency com. U.S. and international film indus- across the agency’s four pillars tries and have close relationships — Health & Wellness, Corporate PUBLIC RELATIONS with leading distributors and me- Reputation & Transformation, wORLdCOm GLOBAL NETwORk dia around the world. Technology & Innovation, and PUBLIC RELATIONS Our team offers strategic counsel Consumer Connections — with (PRGN) on the development and execution expertise in corporate reputation GROUP of corporate PR campaigns to po- and media counsel, healthcare 1991 Crocker Road, Suite 500 sition our clients’ within the film communications, C-suite thought 500 Fifth Avenue, Suite 300 Cleveland, OH 44145 industry, manage international PR leadership, business transforma- New York, NY 10110 440/617-0100 ext. 201 800/955-WORLD (9675) Fax: 440/614-0529 of theatrical film releases and pro- tion, financial communications, 212/286-9550 (US and Canada) [email protected] mote foreign production facilities. crisis and issues management, [email protected] www.stevensstrategic.com Additionally we manage media employee engagement, technolo- activities for our clients projects at gy communications, community major film festivals and markets, building, experiential marketing including Cannes, Venice, AFM, and in cause-related work. Our Mifed and MipTV as well as ex- extensive portfolio of global cli- Scott Chaikin, Group Chair Edward Stevens, APR, President, ecute media and entertainment ents enables growth both for our Tom Donoghue, Americas Region PRGN; President, Stevens Strate- influencer outreach campaigns to clients’ business and our own. Chair gic Communications, Inc. build awareness and participation Supporting all of our offerings Patrik Schober, EMEA Region at film festivals and markets such is a consistent focus on digital Chair Bahrenfelder Marktplatz 7 as Edinburgh, Zurich, Krakow, content and strategy through our Niall Dologhan, APR Chair Hamburg, Germany 22761 Aruba, Bahamas, Trinidad & To- award-winning full-service digital Todd Lynch, Managing Director +49 40 899 666 0 Fax: +49 40 899 666-99 bago and Marche du Film. practice, RFI Studios, which has Worldcom Public Relations [email protected] approximately 85 employees glob- Group utilizes a trusted global www.publicrelations-germany.com RUdER fINN, INC. ally in New York, San Francisco partnership of independent firms and China. to help clients create the perfect Uwe Schmidt, Immediate Past solution to any PR challenge or op- President, PRGN; CEO, Indus- 301 East 57th Street trie-Contact New York, NY 10022 wEBER portunity, regardless of geography, 212/593-6400 SHANdwICk industry or discipline required. The Public Relations Global [email protected] Worldcom’s independently owned Network (PRGN) is “The World’s public relations firms boast 143 Local Agency.” More than 1,000 Kathy Bloomgarden, CEO, Ruder 909 Third Ave. offices in 115 cities on six conti- Finn New York, NY 10022 nents, approximately 2,000 total clients across six continents de- www.webershandwick.com pend on the combined local re- Michael Schubert, Chief Innova- employees, and combined reve- sources of PRGN to deliver tar- tion Officer, Ruder Finn Andy Polansky, CEO nues of more than $288 million in geted public relations campaigns Jean-Michel Dumont, Chairman, Gail Heimann, President 2014. The average tenure of World- in more than 80 markets around Ruder Finn Asia com partners is 13 years. Whether the world. With revenues of more Nick Leonard, Managing Director, Weber Shandwick is a leading seeking a single firm or creating the than $110 million (USD), PRGN Ruder Finn UK global public relations firm with perfect solution/team through a col- is among the world’s top four Louise Harris, Chief Global Strat- offices in 81 countries. The firm’s laboration of Worldcom partners, public relations networks. PRGN egist diverse team of strategists, ana- brands have access to seasoned harnesses the resources of 45 in- lysts, producers, designers, devel- professionals dedicated to provid- dependent public relations firms As one of the largest inde- opers and campaign activators has ing creative, strategic solutions that and more than 1,000 communica- pendent global communications won the most prestigious awards deliver results. Our firms are ac- tions professionals. Visit PRGN agencies, Ruder Finn is unique- in the world for innovative, cre- customed to working together and online at: www.prgn.com or call ly positioned to provide clients ative approaches and impactful provide agility, strong media and 877/900-3366. with global perspectives, insights work, including being honored local influencer relationships, deep and resources, yet offer local- as an Ad Age A-List Agency in industry and discipline experience ized knowledge of the markets 2014 and 2015, PRWeek’s 2015 and the knowledge and willingness ROGERS & COwAN that mean the most to our clients. Global Agency of the Year and to provide thoughtful, objective, One of the only communications The Holmes Report’s 2014 Global results-driven counsel. Learn more PACIFIC DESIGN CENTER agencies co-headquartered in New Agency of the Year. Weber Shand- about Worldcom at www.world- 8687 Melrose Ave., 7th Floor York and China, Ruder Finn brings wick and its Prime unit have won comgroup.com or call Todd Lynch Los Angeles, CA 90069 a distinctive east-west perspective a combined 23 Cannes Lions since at 1-800-955-9675.  310/854-8117 [email protected] and a global understanding of the 2009. Weber Shandwick was also www.rogersandcowan.com innovations and trends driving named a Best Place to Work by Ad business. We are a creative agen- Age in 2014 and PRWeek in 2013 The July issue of O’Dwyer’s will Tom Tardio, CEO cy that concentrates on activating and 2014. profile Travel and Tourism PR firms. transformational moments: large- The firm deploys deep expertise If you would like to be profiled, Rogers & Cowan is the leading scale high-impact creative cam- across sectors and specialty areas, contact Editor Jon Gingerich at entertainment marketing and PR paigns for world-class companies including consumer marketing, 646/843-2080 or agency with offices in Los Ange- who are transforming the way corporate reputation, healthcare, [email protected] les, New York and London. Our they do business, go to market and technology, public affairs, financial

ADVERTISING SECTION | www.ODwyERPR.COM | JUNE 2015 33 OPINION Professional Development Winning back public trust Alex, humbly, “There’s only one Willie Mays. By Fraser Seitel he’s used. Not only what he did on the field but what First, he’s shunned the spotlight. he meant off the field. He’s a legend and he’s illary Clinton could learn a lot from When we last left poor Alex before the also a role model for all of us.” Alex Rodriguez. You heard me. season opened, he was regularly popping up When Rodriguez was called out by Yankee H While the woman who would be in the press to remind us that he intended to fans for a curtain call to celebrate the feat, President keeps a stiff upper lip, disdaining collect on the $80 million the Yankees owed A-Rod responded, “I certainly thought the the questions of him on his contract, whether they — or we days of curtain calls for me were long gone. exasperated and — liked it or not. I was a little embarrassed and it was a little stewing reporters, Heeding counsel from high-profile at- awkward. I didn’t want the game to stop.” the disgraced, ste- torneys and public relations advisors more A far cry from the old days, when Rodri- roid-taking New interested in their own self-promotion, Ro- guez would tell fans how hard he was work- York Yankee des- driguez first dared baseball to find any proof ing to optimize his “natural gifts.” For that ignated hitter is that he took steroids and then, when proof matter, it was also a far cry from a certain slowly winning was clear, he “hand wrote” a goopy letter of Presidential candidate who insisted that her back the tolerance apology to the fans. Simply pathetic. disappearing emails when found will reveal — if not trust — But today, despite performing well as Yan- “how hard we worked and the work we did of a disappointed kee DH and passing Willie Mays for fourth for our country during the time that I was public that had place on the all-time home run list, A-Rod Secretary of State, where I worked extremely Fraser P. Seitel has largely given him avoids the spotlight, limiting his pronounce- hard on behalf of our values, and our inter- been a communications up, if not for dead, ments to platitudes and speaking only when ests and our security.” consultant, author and teacher for more than at least “over.” spoken to. Third, he’s avoided controversy. 30 years. He is the au- How has A-Rod Second, he’s exhibited humility. While controversy hasn’t avoided ARod, thor of the Prentice-Hall managed to climb Despite the baseball milestones that Ro- he’s gone to great lengths to avoid it. text, The Practice of his way back to driguez is passing, the new Alex is humble The Yankees adamantly announced that Public Relations. public acceptabili- to a fault. because of the steroids controversy, they ty from such a low When he beat Mays’ record, Rodriguez wouldn’t honor a clause in Rodriguez con- perch and loath- talked about the thrill to be mentioned in tact that calls for a $6 million bonus when some reputation? Here’s the simple formula the same breath with the Giant great. Said he matched Mays’ record. When reporters pressed the player for his reaction to the Yankees’ failure to pay, he demurred. Responded the new pinstriped diplomat, “That’s not where my mind is right now. I’m really just trying to enjoy this moment.” Smart. Just shaddup about the in- evitable lawsuits to follow. Fourth, he’s eternally grateful. Whoever is feeding Alex Rodriguez his lines now is finally the pitch perfect public relations adviser. When Rodriguez tied the Mays record, he used the occasion to express his gratitude to the people he owed the most: “I can tell you this ... I thank every fan personally for not only the way they’ve treated me all tonight, but for the way they’ve treated me all sea- s on .” Exactly. The fans are the ones, after all, who Rodri- guez owes for the $253 million he will earn from his contract. He — and anyone else — who makes millions of dollars a year — are, at base, extraordinarily lucky. And no one wants to hear them whine about how tough they’ve had it or how poor they were or, for that matter, how “dead broke we were when we came out of the White House.” Alex Rodriguez, apparently, at long last has learned that lesson. And he is begin- ning, despite all odds, to win back public trust. 

34 JUNE 2015 | WWW.ODWYERPR.COM Opnion Coffee and granola bars: healthy products or PR ruse?

By Jack O’Dwyer

roducts that some consumers usually the Society, is Director of Member Rela- least four of its products, got some “good approach with caution — coffee and tions and Communications. ink” in the May 12 New York News. Pgranola bars — got “good ink” recent- If NCA is involved in this story, Murray The article by Jeanette Settembre names ly, thanks no doubt to PR efforts by the in- and DeRupo deserve a lot of credit since its “five good bars”: Chocolate Peanut But- dustries involved. upbeat tone matches that of any press re- ter Quest Bar; Think Thin Cinnamon Bun An article on lease we have ever seen. White Chocolate; That’s It Apple + Coco- page three of the Statistical examples challenged nut; NuGo Slim Espresso Bar; and Mango May 14 The New Drinking lots of coffee — even six or sev- Health Warrior Chia Bar. York Times sang en black cups a day — might reduce the risk Among the five “bad bars” was Kind Dark the praises of coffee of Type 2 diabetes, the article says. Chocolate Cherry Cashew + Antioxidants consumption, say- “Increasing coffee consumption by two with 180 calories (equivalent of 12 tea- ing “data vindicates cups a day was associated with a lower rela- spoons of sugar), 9g fat, 4g protein and 14g a sometimes ma- tive risk of liver cancer by more than 40%,” sugar. ligned beverage.” says the article. Dietician Tanya Zuckerbrot says it is a bar While “most of us ANH pounced on this by asking: “Really? “with little or no fiber and protein digests are worrying that it 40% of what? My lifetime risk of liver can- quickly, so it won’t satisfy hunger for very Jack O’Dwyer (coffee drinking)cer to start with, according to the Ameri- long. A ‘health’ bar should not exceed five might be hurting can Cancer Society, is one in 81, while an grams of fat per serving.” us” there is “almost no evidence for that at average woman’s risk is about one in 196. Joseph Cohen, SVP of Communications all,” says the article by Aaron Carroll, MD This equates to 1.23% for men and 0.51% for Kind and 2014 Chair of PR Society of and Professor of Pediatrics, Indiana Univer- in women. Reducing a man’s relative risk America, said after the company was hit sity School of Medicine. of liver cancer then goes from 1.2% down with the order in April, that Kind is fully Most of the article had appeared May 11 to 0.72%, a difference of about 0.48. Is that committed to working with the FDA and in The Upshot on New Health Care titled worth an extra two cups of coffee per day?” is “moving quickly to comply with its re- “More Consensus on Coffee’s Benefits Than A flaw in the article is failure to mention quest.” You Might Think.” In The Times, the head- that 65% of Americans add milk and sug- He said nuts were to blame for the label- line became, “A Surprising Consensus on ar to their coffee, according to Statistics ing problem. The nuts in the bars “contain Coffee’s Health Benefits.” Brain. All the results cited by Carroll apply nutritious fats that exceed the amount al- Left out of the NYT version was this only to the 35% who drink coffee black. Fif- lowed under FDA’s standards,” he said. paragraph toward the end: “But it’s way ty-four percent of Americans drink coffee “There is an overwhelming body of scientif- past time that we stopped viewing coffee as every day. ic evidence supporting that nuts are whole- something we all need to cut back on. It’s a Why is milk and sugar so popular with some and nutritious.” completely reasonable addition to a healthy coffee? Because it “makes the coffee taste Bars are “nothing more than candy” diet, with more potential benefits seen in wonderful,” says the Alliance for National Settembre says, “Energy bars marketed as research than almost any other beverage Health. healthy alternatives to full meals are often we’re consuming. It’s time we started treat- Negatives left out include the fact that nothing more than candy wrapped in a pro- ing it as such.” caffeine is addictive and cutting down or tein or fiber skin.” She calls it a “billion-dol- The graph, excised by NYT editors, typi- stopping coffee consumption can be diffi- lar boondoggle” that is “making America fies the rah-rah tone of the article. cult and even on a par with trying to stop fat.” Health sites rip article smoking. Nutritionist Kim Carolan told her, “Most Health News Review called the article Coffee is used by some for its laxative bars are a dead food, meaning they lack nu- “unbalanced,” saying “the exploration of effect. But this means that nutrients are tritional vaue and are high in sugar, causing harms was not nearly as thorough as the expelled by the body before they can be our body to still feel hungry.” coverage of benefits” and showed “coffee absorbed, say scientists. The caffeine in Kind bars are “not the only villain,” wrote confirmation bias.” coffee may cause “jitteriness” and pregnant Settembre. “We have to wade 18 paragraphs into this women should avoid that substance, says NBC News and other media have noted story through a mug full of studies show- the Carroll article. Caffeine should not be that granola bars can contribute to cavi- ing benefits of coffee on every health con- consumed after 2 p.m. to avoid interference ties since the sticky material in them stays dition imaginable, before we receive a weak with sleep, say some doctors. on the teeth long after the bars have been restraining comment about the lack of ran- “The fact that coffee contains good digested. The bars are often consumed “on domized trials in this area. That’s too little, stuff does not necessarily mean that it’s the run” when rinsing out the mouth with too late.” good for us,” says James D. Lane, Phd., pro- water or brushing the teeth are not readily HNR suspects that “Big Coffee” is some- fessor of medical psychology and behavior- available options. how involved, perhaps in funding some of al medicine at Duke. The Washington Post, in an article May the studies. Daily News lists “good” granola bars 15 by Aseem Malhota on diet, exercise and “Big Coffee” is the National Coffee Assn. Granola bars, another product that weight, said “too much junk food” and oth- whose CEO is William Murray, former has been hit with negative news recently, er poor eating habits “contribute more to CEO of PR Society of America. Joe DeRu- such as the FDA ordering Kind Healthy disease and death than smoking, alcohol po, who was a PR staffer under Murray at Snacks to take the word “healthy” off at and physical inactivity combined.” 

WWW.ODWYERPR.COM | JUNE 2015 35 wASHINGTON REPORT Indiana inks PN for image pact ndiana Economic Development Corp. has signed a $750,000 contract with Porter Novelli to encourage natives and people Ieverywhere to visit the Hoosier State’s “many vibrant communi- ties and exciting attractions,” according to the professional services contract approved May 14. The contract calls for PN to assess the “perceptions and expec- tations of stakeholders that influence and are critical to the repu- tation of Indiana.” The IEDC and Indiana Office of Tourism De- velopment have been closely collaborating on a new reputation initiative to boost the state’s “global brand reputation as a welcom- ing place to live, visit and do business. The fee covers Phase I of the program that went into effect April 1 and runs through September. PN will meet with stakeholders and explore ways the initiative can deliver positive value to a broad George W. Bush’s first term, will take the ABA reins from former and diverse audience” and “support positive actions to enhance Oklahoma Gov. Frank Keating, who steps down after four years. and strengthen Indiana’s reputation.” ABA Chair John Ikard said Nichols fit the bill with policy savvy, Phase I will be a “final set of recommendations, a strategic plan understanding of the banking system and a strong record of man- and message platform and fully developed campaign ready for agement and bipartisan advocacy, traits sought as “the banking launch and long-term execution.” The parties will negotiate the industry is undergoing a great deal of change.” budget for the Phase II implementation period. The appointment comes as the ABA, which reps the $15 billion Indiana’s reputation has been in tatters since Gov. Mike Pence’s banking sector, continues its assault on the Dodd-Frank Act, the March signing of the Religious Freedom Restoration Act, which sweeping financial reform that ratcheted up regulations on banks drew widespread scorn from critics who claimed it opened the in the wake of the financial crisis. door to discrimination against gay people. Since 2005, Nichols has led the Financial Services Forum, the Pence has also brought in a new Communications Director, policy shop of financial sector CEOs. Nichols previously led PR Shelley Triol. Triol is a former TV news producer in central In- for the Electronics Industries Alliance and earlier was a Hill and  diana, and is Director of Strategic Communications for the state’s White House Aide. Dept. of Administration who worked on the agency side with Bond flies for Southwest Air Sease, Gerig & Associates in Indianapolis. Former Communications Director Christy Denault resigned at ormer Missouri Senator Christopher Bond has signed on as the height of the religion law blowback in April to spend more Washington representative for Southwest time with her young children.  FAirlines. The Republican politico, who also served as Jeb Bush snags Boehner Aide governor of the Show Me State, did three-terms in the Senate and opted not to stand for re-elec- ichael Steel, Press Secretary to House Speaker John Boeh- tion in 2010. ner, is moving to Jeb Bush’s Right to Rise Policy Solutions His Kit Bond Strategies deals with general avi- MPAC. ation issues for the carrier and Federal Aviation Bond Steel, a former reporter, got a taste of presidential campaign PR Administration’s re-authorization of transporta- as traveling press secretary to Rep. and Vice Presidential hopeful tion appropriations. Paul Ryan during the 2012 campaign. He spent the last eight years Southwest, which completed the integration of AirTran in De- on Boehner’s staff. Politico reported that Steel will take up a lead- cember, recorded a record Q1 profit of $453 million on $4.4 billion ership role in Policy and Communications with Bush’s PAC. revenues.  Bush formed the PAC in January, ostensibly to support conser- vative candidates, but more realistically as a precursor to a 2016 NY Times vet Wyatt rolls to presidential bid. Steel started out as a correspondent for National Journal News Sphere in D.C. Service before moving to Capitol Hill with Rep. John Shadegg and dward Wyatt, a 20-year reporter for The New York Times in posts with the Republican Policy Committee and Ways and Means Washington, D.C., has landed at Sphere Consulting in the cap- Committee. ital as a Senior VP in the PR and public af- Other Right to Rise PR hands include Kristy Campbell, Bush’s E fairs firm’s public policy research and intelligence former Press Secretary as Florida Governor, and Romney rapid  unit. Response Director Matt Gorman. Wyatt, who took a buyout from the Times last year, covered telecommunications, technolo- Former Treasury PA chief to gy, copyright and antitrust, among other topics rep bank lobby during his stint at the Times. He was previously a reporter and writer for Dow Jones Newswires ob Nichols, the former Treasury Department Public Affairs and Barron’s. Wyatt Chief who leads the Financial Services Forum, has been Sphere founder and managing partner Jim Courtovich said Rtapped as President and CEO of the American Bankers As- regulatory issues and implementation dominate the policy agenda sociation in Washington. in Washington, and he sees Wyatt’s ability to distill complex policy Nichols, Assistant Secretary of Treasury for PA during President issues as key for clients. 

36 JUNE 2015 | www.ODwyERPR.COM International PR News

Congo hires KRL to promote war Saudi Arabia transitioned from Operation Decisive Storm to “Op- eration Renewal of Hope” on April 21, a shift capped by a May 7 over sexual abuse announcement of five-day cease-fire to facilitate shipments of hu- he Democratic Republic of Congo has hired KRL Interna- manitarian aid to Yemen. tional to support the country’s office in charge of combatting Secretary John Kerry and Saudi Foreign Minister Adel bin Ahmed Tsexual violence. Al-Jubeir unveiled the agreement at a joint press conference in Ri- The Washington firm will do outreach on behalf of the Office of yadh. The two diplomats also discussed the joint battle against ISIS, the Special Representative to the US government, media, non-prof- Iran’s nuclear program and the Camp David summit between the US it organizations and engage foreign investors and the private sector and Arab states of the Gulf Cooperation Council. to build support for the fight against sexual violence and child re- Saudi Arabia announced in May that King Salman is going to skip cruitment. Obama’s summit this week due to its scheduling overlap with the Human Rights Watch reports that hundreds of thousands of cease-fire. women and girls — young and old — have been victims of rape King Hamad of Bahrain, which is the base of U.S. Fifth Fleet, is and brutalization since conflicts in the Congo began in 1996. also snubbing the summit. Riva Levinson, who once managed the international business of Bahrain, a satellite of Saudi Arabia, is another Qorvis client. It Burson-Marsteller’s BKSH & Assocs. lobbying unit, which is now spend $280,000 at Qorvis during the period. Prime Policy Group, founded KRL, which has a three-month pact Qorvis has been Saudi Arabia’s “go-to” US PR firm since the days with Congo. following the 9/11 terror attacks.  She’s the longtime advisor of Liberia President Ellen Johnson Sir- leaf, who is celebrating the May 11 decision of the World Health Holland invests in DCI Organization to rule her country Ebola-free. KRL also handles PR for South Sudan, which is Africa’s youngest he Netherlands Foreign Investment Agency has signed Devel- nation.  opment Counsellors International to a three-year integrated Tmarketing program worth $25,000 per-month. Saudis up spending at Qorvis The New York-based firm will push the “Invest in Holland” brand carrying the “rolling out the orange carpet” theme to underscore the audi Arabia bolstered spending at Qorvis to $3.2 million “warm welcome that North American investors find in the Nether- during the six-month period ended March 31 as the King- lands,” according to its contract. The program calls for creation of Sdom adopted a more aggressive response to the upheaval in a news bureau, organization of press trips, trade shows (Brooklyn, the Middle East. Philadelphia and Chicago), luncheons, a “Heineken Happy Hour,” The MSL unit, which received $500,000 from the Saudis in the social media participation and digital advertising. year ago period, supported Saudi Arabia’s military intervention in Under the contract, DCI agrees not to work for IDA Ireland and Yemen (“Operation Decisive Storm”) and its backing of Syrian reb- UK Trade & Investment or any other entities that NFIA considers els seeking the ouster of Bashar al-Assad. competitors.  FARA News  NEW FOREIGN AGENTS REGISTRATION ACT FILINGS Below is a list of select companies that have registered with the U.S. Department of Justice, FARA Registration Unit, Washington, D.C., in order to comply with the Foreign Agents Registration Act of 1938, regarding their consulting and communications work on behalf of foreign principals, including governments, political parties, organizations, and individuals. For a complete list of filings, visit www.fara.gov.

Finsbury, LLC, New York, NY, registered May 12, 2015 for International Enterprise Singapore Board, New York, NY, to arrange meetings or activities with top tier media or influencers to famliarize them with Singapore’s status as a leading commodities trading hub in Asia.

Sandler Trade, LLC, Washington, D.C, registered May 8, 2015 for Embassy of Nepal, Washington, D.C., to advocate for passage of the Nepal Trade Preferences Act (S. 81) by communicating via telephone and email with Congressional staff, and contacting associations of Nepalese Americans to explain the benefits of S. 81.

Squire Patton Boggs, LLP, Washington, D.C., registered May 14, 2015 for Republic of Kenya, Nairobi, Kenya, to advise the foreign principal with re- spect to its designation under the U.S. Department of State’s Annual TIP decision process and rankings report. May include counseling and assistance in communicating with U.S. Executive and Legislative Branch officials concerning various U.S.-Kenya bilateral issues. Lobbying News G NEW LOBBYING DISCLOSURE ACT FILINGS Below is a list of select companies that have registered with the Secretary of the Senate, Office of Public Records, and the Clerk of the House of Representatives, Legislative Resource Center, Washington, D.C., in order to comply with the Lobbying Disclosure Act of 1995. For a complete list of filings, visit www.senate.gov.

Zaino Hall & Farrin LLC, Colmbus, OH, registered May 18, 2015 for Marathon Petroleum Corporation, Washington, D.C., regarding retail petroleum

Valente & Associates, Washington, D.C., registered May 18, 2015 for The DIRECTV Group, Inc., Washington, D.C., regarding media mergers, cable, and satellite regulations.

Fierce Government Relations, Washington, D.C., registered May 18, 2015 for Engage Cuba, Washington, D.C., regarding H.R. 664-Freedom to Travel to Cuba Act of 2015 and S. 299-Freedom to Travel to Cuba Act of 2015.

Socci and Associates, Alexandria, VA, registered May 13, 2015 for Cyber Security and Defense Super PAC, Alexandria, VA, regarding all issues, legislation and regulations relating to cybersecurity and defense matters.

www.ODwyERPR.COM | JUNE 2015 37